Pandemic situation does not only affect peoples’ health behavior, but also their behavior related to their pets’ health. This situation raises the importance of having a mobile apps for pets’ health. Before promoting these apps, it is important to know the characteristics of those who will use the apps, as well as their willingness to use and pay. This research proposes that those who have pet (vs. does not have pet) are more likely to be promotion-focused and maximizers individuals. The results from this research could be a starter for future studies. Managerial implication for marketers is discussed as well. © 2022 ACM.