Veterinarians generally derive some of their income from selling several manufacturers' lines of pet-care products. Knowing that pet owners rarely throw away mail from their pet' s veterinarian unread, one manufacturer of pet-care products offered free promotional materials on its products to veterinarians for mailing to their clients. Very few veterinarians accepted the offer, however, even though the manufacturer's products are of high quality.
The statement 'Many pet owners have begun demanding quality in products they buy for their pets that is as high as that in products they buy for themselves' most helps to explain the veterinarian's reaction to the manufacturer's promotional scheme.