“…Annual household income was distributed across six ranges including less than or equal to $25,000 ( n = 49, 7%), between $25,001 and $50,000 ( n = 135, 20%), between $50,001 and $75,000 ( n = 112, 17%), between $75,001 and $100,000 ( n = 122, 18%), between $100,001 and $150,000 ( n = 134, 20%), and greater than $150,000 ( n = 113, 17%). Demographics were consistent with recent, previously published literature describing the equine industry within the United States (American Horse Publications, 2018, Heuscheule et al, 2018 ; Stowe, 2018 ; Wallace et al, 2019 ; Jaqueth et al, 2018 , Mastellar et al, 2018 , Melvin et al, 2020 ). It is important to note that since many of the respondents in the current study were from the South, a larger, more equal pool of U.S. residents may cause regional differences in prices and preferences.…”