Cats Inside-Only or Inside and Outside Cats Inside-Only or Inside and Outside?; Cat Owners Prevention and Promotion Motivations Jill Mosteller, Ph.D. Portland State University Karen Kraus Feral Cat Coalition of Oregon

Cats In or Out? Agenda Background/Community participants Key research questions/approach Results Insights Next steps 5 bullet points – 3+ minutes for each step (if divided equally).

Background Coalition of Three Organizations Audubon Society of Portland Feral Cat Coalition of Oregon Portland State University Key Issues driving study: Cat overpopulation – leading cause of death for cats 3.4 million cats are killed in shelters each year (HSUS) In Oregon 15,000 /In Portland 4.300 cats are euthanized in shelters 200 species of birds migrate/live in Portland Metro area. 25% of species are experiencing significant population declines. Each year, 40% of the 3,000 bird intake are attributed to attributed to domestic cats. Willamette Weekly, July 11, 2013 cover photo

Coalition Background/Synergies The Feral Cat Coalition of Oregon Spays/neuters approx. 7,000 feral or stray cats/year Altered 62,000 cats since inception in 1995. Focus on prevention of future cats becoming feral or stray Audubon Society of Portland Common agenda; reducing the number of free roaming cats in Portland Portland State University Marketing professor studies consumers in relation to companion-animals

Exploratory Study Exemplifies Cat Advocates and Bird Advocates Working Together

Key research question/approach What factors drive consumer decision-making with cats being let outside? Secondary research conducted by students Interdisciplinary searches and summaries Online survey developed and distributed Convenience snow-ball sample approach University ‘identified’ as survey host Students distributed survey via email and on social media sites

Theoretical Framework Regulatory Focus Theory (Higgins 1997, 1998) Consumers are pursuing needs that they seek to fulfill and drives the color of their thoughts Approach – promotion focus (+) Avoidance – prevention focus (-) Different motivations drive different types of thoughts associated with desired end states/goals.

Participant Profile N=120 Cat owners who live in the PNW Young - 70% 18-32 Educated – 90% some college or higher Connected – internet survey Female – (71%)

Survey Results In general, for you, how influential are the following reasons for keeping a cat inside? (4 point scale, 1- no influence, 4 – strong influence) KEEP Avoids injury from vehicle traffic. Avoids injury Avoids Prevents cat INSIDE vehicles other animals disease from killing from running away. Inside only N=68   Mean 3.5 3.21 3.03 2.01 3.13 SD 0.87 0.97 1.1 1.04 Inside and outside N=52 2.63 2.79 2.23 1.5 1.96 1.07 1.18 1.13 0.8 1.14

Allowing a cat go outside… LET OUTSIDE To enrich Cat interact Cat begs Sneak out Inside only cat's life w/ nature me anyway Mean 2.42 2.39 1.89 1.48 SD 1.1 1.14 1.16 0.87 Inside and outside   3.14 2.94 3.1 2.19 0.96 1.07 1.17

Survey Insights Motivations to keep a cat inside Prevention motives ‘Avoid’ injury, disease, and loss Motivations to let a cat outside Promotion motives ‘Promote’ an enriched life interacting with nature Supporting cat’s disposition to want to go outside

Cat Caretakers with Inside and Outside Cats… Messaging that promotes how a cat can lead an enriched life INSIDE OR SAFE OUTSIDE may be persuasive. Messaging that promotes cat well-being may be well received. Raising awareness of consequences for cat’s well-being by being outside may be elicit attention. Further testing with a larger, more representative sample of targeted cat owner households is needed.

Next steps – future studies Survey of targeted HH’s in Metro area Attitudes – Behavior Prevention/Promotion focus Awareness of consequences - capture Ascription of responsibility - capture Importance of Cat, Bird, and Eco-system well-being Testing of elements in messages to determine potential effectiveness in campaigns

Questions? Future Inquiries Jill Mosteller jillm@sba.pdx.edu Karen Kraus kkraus@feralcats.com