Date of Award
Spring 2026
Document Type
Open Access Dissertation
Department
Moore School of Business
First Advisor
Xiaojing Yang
Abstract
This work examines how exposure to pet-person identities — identifying as a dog person or a cat person — affects consumer behavior. Across two chapters, results show that exposure to dog-person cues increases preferences for bold and conspicuous product features through heightened desire for dominance-based status signaling. Additionally, exposure to cat-person cues activates a cat-person mindset, boosting support for inclusive businesses and policies by increasing minority support and justice sensitivity. Together, these findings suggest that subtle identity cues in the marketplace can meaningfully shape consumer preferences and social attitudes, with implications for how brands position themselves and how policymakers and organizations frame inclusive initiatives.
Rights
© 2026, Mackenzie Micheala Volk
Recommended Citation
Volk, M. M.(2026). A Tail of Consumption: Essays on Pet-Person Identities and Their Effects on Consumers. (Doctoral dissertation). Retrieved from https://scholarcommons.sc.edu/etd/8793