Generating consumer terminology to describe emotions in pet owners and their pets

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Abstract
Emotions affect the choices and behaviors of consumers toward products. However, there have been limited studies discussing the emotions of pet owners and pets (as perceived by their owners). The objectives of this study were to generate emotions terminology from both pets and pet owners and to investigate body language and signs perceived by pet owners related to pet emotion. Two focus groups were conducted for dog owners and two for cat owners. The participants were asked to provide activities that they share with their pets. Next, the participants voted on two positive and two negative activities to serve as situational backgrounds for providing how they and their pets feel when sharing specific activities. Lists of 39 and 53 emotion terms were generated for dogs and cats, respectively. In addition, lists of 33 and 60 emotion terms were created for dog owners and cat owners, respectively. Examples of emotion terms for dogs included excited, happy, anxious, and embarrassed, and calm, happy, angry, and fearful for cats. Overall, this study provided a general view of emotions experienced by pet owners and their pets, which may be helpful for the pet food industry and related areas to understand the pet food consumers further.Practical applications: The results from this study provide understanding on the range of emotions perceived by both pets and their owners. This information is needed to understand the human‐animal relationship and to improve services in pet care, health care, animal wellness, and human wellness areas.

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