OnDemand WTP Pricing Research

Pet owners want to be masters, not servants – which is why we value dogs more than cats | WTOP

A willingness to pay

My study builds on earlier research showing that dog owners are willing to spend more on their pets than cat owners – including to save their lives.

One reason suggested was that dog owners had stronger bonds to their pets, which prompted them to spend more on things like veterinary care.

My research uncovered a key factor indicating why dog owners feel more attached to their pets: Dogs are famously more compliant than cats. When owners feel in control of their pets, strong feelings of psychological ownership and emotional attachment develop. And pet owners want to be masters – not servants.

Like other marketing researchers, my work uses “willingness to pay” as an indicator of the economic, rather than emotional, value owners place on their pets. It shows – and compares – how much pet owners would pay to save their animal’s life.

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Pet owners want to be masters, not servants – which is why we value dogs more than cats | WTOP.

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