Volume 61, Issue 5, May 2008, Pages 546–552
Animal Companions, Consumption Experiences, and the Marketing of Pets: Transcending Boundaries in the Animal-Human Distinction
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.
Keywords
- Rocky the Cat;
- Pets;
- Animal companions
- ☆
- The author gratefully acknowledges the support of the Columbia Business School's Faculty Research Fund.
- Tel.:
+1 212 873 7324.
Copyright © 2007 Published by Elsevier Inc.
