Three Things to Know
Researchers aimed to determine how different photo backgrounds — outdoor, indoor home, in-kennel, or plain blue — would influence link clicks and perceived sociability scores for shelter dogs.
The researchers found that the dogs’ physical traits and regional differences, rather than the background type, were the primary factors influencing click rates and sociability scores. However, a limitation of the study was the standardization of lighting and quality during photo editing, which may have minimized the impact of background type.
Additionally, the study found that participants were accepting of digitally altered backgrounds for shelter dogs, suggesting potential benefits for foster families in maintaining privacy.
The Full Picture
Online platforms such as Petfinder and social media have revolutionized pet adoption, connecting shelters with potential adopters. A significant 36% of dog adopters credit these platforms for their role in the adoption decision-making process. To optimize adoption rates, shelters can strategically utilize online advertisements, particularly through careful photo selection.
Several photo features have been identified as influential in capturing adopter interest. High-quality images, direct eye contact, and the use of accessories can enhance a pet’s appeal. Additionally, physical traits such as coat color and ear type can impact perceptions of breed and temperament.
The role of photo backgrounds in influencing adoption outcomes is a subject of ongoing debate. While some studies suggest that outdoor settings can boost adoption rates, others favor indoor or kennel photos. The effectiveness of plain-colored backgrounds, a growing trend in pet adoption, is still relatively unexplored.
A recent study, titled “The role of artificial photo backgrounds of shelter dogs on pet profile clicking and the perception of sociability”, examined how different background types— outdoor, indoor, kennel, and plain-colored — affected online profile clicks and perceived sociability. The findings can help shelters refine their photo strategies to increase adoption rates.
Study Methods
Participants
A total of 680 qualified dog enthusiasts were recruited through social media platforms (Facebook, Twitter) and online forums (Reddit) to participate in an online experiment conducted in November 2020. The majority of participants were female (85%) and had previous or current dog ownership experience (89.4%). The largest age group was 25-34 years old (23.01%), with a diverse representation across all age categories.
Procedure
Participants were presented with four photographs of mixed-breed shelter dogs from the Haven Animal Care Shelter in Lubbock, Texas. Each photo was digitally edited to feature one of four background types: outdoor, indoor home, in-kennel, or plain blue. To ensure consistency, elements such as toys, collars, handlers, and varying poses were standardized across all images.
Participants rated the perceived friendliness and sociability of each dog. Additionally, they could click a link below the photo to visit the dog’s adoption webpage, providing a quantitative measure of adoption interest. To minimize bias, participants were not informed about the manipulated backgrounds or the tracking of link clicks. Participants were subsequently asked to rate their awareness of the study’s true objective on a scale of 1 to 5.
Study Results
The researchers found that the click rate and sociability scores were primarily influenced by the dogs’ physical traits and regional differences, rather than the background type or participants’ awareness of the study’s hypotheses.
Impact of Background
The study’s primary and secondary hypotheses, which posited that background type would influence both link clicks and perceived sociability scores, were not supported. This contradicts previous research suggesting that background type can impact adoption preferences and shelter stay duration.
Several factors may account for these discrepancies. The study’s online interface, where each dog can only be viewed once, limited participants’ assessment only to visual cues. In contrast, previous studies involved adoption directories with descriptive text alongside photos, offering more context for decision-making. Additionally, the study’s participant pool, composed of dog enthusiasts rather than active adopters, may not have reflected the preferences of individuals seeking to adopt. As a result, the majority (95.26%) of scored photographs did not lead to clicks on the corresponding profiles.
The use of digitally altered photos, while standardizing the images, might have minimized the variation in lighting and quality. Previous research suggests that natural lighting and outdoor settings can enhance photo quality and adoption outcomes.
Awareness of Hypothesis
Awareness of the study’s hypotheses also did not significantly impact participants’ link clicking or sociability ratings for the photographed shelter dogs. Despite concerns that digitally altered photos might negatively influence these outcomes, this was not observed. Past research suggests that perceptions of manipulated images can vary based on context, with photo alterations being more acceptable in certain fields like photography but less so in advertising and journalism. In the context of shelter dog marketing, digitally altered backgrounds appeared acceptable.
While background type did not significantly impact link clicking or sociability scores in this study, digital background alterations may still hold potential for improving shelter dog adoption rates. Foster families could use background editing apps to create visually appealing photos without revealing their home environments, thus maintaining privacy.
Participant-Related Factors
Participant characteristics such as age and previous or current dog ownership experience did not predict link clicking behavior or sociability scores, contrary to initial hypotheses. This finding contrasts with prior research indicating that factors like prior dog ownership and participant age often shape adoption decisions, driven by motivations such as companionship or replacing a previous pet.
The study did, however, reveal a geographical influence on sociability scores. Participants in the Americas rated dogs’ sociability higher than those in Europe, suggesting potential cultural differences in the perception of shelter dog personalities. These differences may stem from varying community-specific preferences or adoption motivations, but further investigation is required to understand these patterns.
Dogs’ Physical Traits
The results indicate that link clicking behavior and sociability scores were primarily influenced by the physical appearance of shelter dogs, which plays a more significant role in attracting online interest than the background type of their photos. This aligns with previous studies identifying appearance as a key factor in adoption decisions. Participants likely focused on salient physical traits, particularly facial features, which have been shown to attract attention first and for the longest duration in eye-tracking studies.
Differences in link clicking and sociability scores between dog pairs could be attributed to variations in facial expressions, particularly open-mouthed appearances. These expressions, often interpreted as “smiling,” may enhance perceptions of sociability, as research suggests humans can accurately associate dog facial expressions with emotional contexts. The prominence of the mouth region and the extension of the tongue likely played a role in influencing participant interest and sociability scoring. Further studies are needed to explore how potential adopters interpret these expressions and how they affect online engagement.
Conclusion
The results suggest that while photo backgrounds may not be the primary factor influencing online viewers, digitally altering backgrounds does not appear to negatively impact interest or perceived sociability. This finding suggests that foster families could potentially use background editing tools to create visually appealing photos without revealing their home environments, a strategy that warrants further exploration.
Miscellaneous
Data From Study:
–
Year of Publication:
2021
External Link:
Lamb F, Andrukonis A, Protopopova A (2021) The role of artificial photo backgrounds of shelter dogs on pet profile clicking and the perception of sociability. PLoS ONE 16(12): e0255551. https://doi.org/10.1371/journal.pone.0255551