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Pets and people: Companions in commerce?

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  • Holbrook, Morris B.

Abstract

This essay presents a personalized account that reflects some well-documented aspects of pets as animal companions -- especially as they relate to the case of Rocky the Cat. The narrative begins with some oft-mentioned ramifications of viewing pets as friends and family. The common ingredient -- namely, love -- opens doors to various market-related opportunities. Among these, the exorbitant sums spent on veterinary care loom large and, in an illustrative personal story of Rocky Raccoon, reach nearly epic proportions. In practical terms, this report suggests some tips for marketing to lovers of pets. On a more spiritual level, further questions concern the author's own animal-related identity and how this self-concept manifests itself in an attempt to see the world in general and to view a film in particular through the eyes of the cat.

Suggested Citation

  • Holbrook, Morris B., 2008. "Pets and people: Companions in commerce?," Journal of Business Research, Elsevier, vol. 61(5), pages 546-552, May.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:5:p:546-552
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    Cited by:

    1. Neill, Clinton & Zhang, Peilu, . "Payment Plans and Veterinary Services: Do They Reduce the Pain of Pet Owner Payment?," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 49(1).
    2. Alves, Helena Margarida & Sousa, Bruno & Carvalho, Aida & Santos, Vasco & Lopes Dias, Álvaro & Valeri, Marco, 2022. "Encouraging brand attachment on consumer behaviour: Pet-friendly tourism segment," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(2), pages 16-24.
    3. Rötzmeier-Keuper, Julia & Hendricks (née Lerch), Jennifer & Wünderlich, Nancy V. & Schmitz, Gertrud, 2018. "Triadic relationships in the context of services for animal companions," Journal of Business Research, Elsevier, vol. 85(C), pages 295-303.
    4. Kirk, Colleen P., 2019. "Dogs have masters, cats have staff: Consumers' psychological ownership and their economic valuation of pets," Journal of Business Research, Elsevier, vol. 99(C), pages 306-318.

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