关键词: “远狗近猫”效应, 动物救助, 加工流畅性, 思维模式

Abstract:

While past pro-social research has focused on charitable donations to humans, we know little about charitable assistance for stray animals. However, investigating the factors that promote human’s assistance to stray animals is of great practical importance. Currently, an increasing number of organizations and platforms are involving themselves in rescuing stray animals. When these organizations and platforms present animal rescue information, the information ad contains both animal type and spatial distance. Therefore, to address this research gap, this paper aims to study how animal type and spatial distance jointly influence consumers’ willingness to rescue stray animals, as well as the mechanisms and boundary conditions.

We propose a novel “far dog, near cat” effect. Specifically, we predict that under the near spatial distance, rescuing cat (versus rescuing dog) increases consumers’ rescuing willingness, whereas under the far spatial distance, rescuing dog (versus rescuing cat) increases consumers’ rescuing willingness. To test this effect, we conducted a total of nine experiments (N = 2848), including one implicit association test, one field experiment, one laboratory experiment, and six online experiments in different scenarios. We determined sample size of each experiment using G*power calculator. Overall, this study found that cats were more compatible with proximal spatial distance, while dogs were more compatible with distal spatial distance (Experiment 1a、1b). Therefore, presenting a stray cat (vs. a stray dog) in the proximal spatial-distance ad triggered consumers’ higher willingness to rescue the animal, while presenting a stray dog (vs. a stray cat) in the distal spatial-distance ad triggered consumers’ higher willingness to rescue the animal (Experiments 2-5). We further found that processing fluency mediated the “far dog, near cat” effect (Experiments 4-5). In addition, we found that the “far dog, near cat” effect was moderated by consumers’ thinking styles such that the "far dog, near cat" effect was evident when consumers adopted affective thinking style and disappeared when consumers adopted cognitive thinking style (Experiment 6).

This paper has significant theoretical contributions and practical implications. Theoretically, this study focuses on stray animals as a novel object of charitable donations and builds the implicit linkage between animal type and spatial distance. Also, this study identifies the “far dog, near cat” effect in stray animal rescue, adding to past pro-social literature in general and donation literature in particular. Practically, the “far dog, near cat” effect we identified in this paper can guide charitable organizations how to present animal-rescue information appropriately.

Key words: The “far dog, near cat” effect, animal rescue, processing fluency, thinking model