Abstract

Increased urbanization and female employment have led to the cat overtaking the dog as the companion animal of preference. However, this
article looks beyond lifestyle changes as reasons for the popularity of the cat. The article explores the emotional consumer-socialization process
involving the incorporation of the cat into the family. Subjective personal introspection (SPI) and supporting vignettes of female humans in their
families (all of which were high-involvement owners) explore the hows and whys of feline incorporation. The study identifies several categories of
incorporation. The findings suggest that this complex process involves many factors — namely, consumer socialization, intergenerational
influence, brand loyalty, commitment, near-instant loyalty, immediacy, distress, anthropomorphism, and nostalgia. These factors underpin the
intimacy and care the human–feline relationship expresses. The ability for humans and cats to bond in a way that fosters emotional intimacy can
be considered one of the purest forms of relationships.