Acknowledgments

We thank Christine Beckman for excellent editorial guidance and two anonymous reviewers for their insightful and constructive comments. We also thank PETA employees in Los Angeles and Norfolk for their generative comments. Special thanks to Kenneth Montville and Simon Plazolles-Hayes for helping secure the license of PETA photos and video stills in the Appendices. This paper is part of a larger project on PETA. We gratefully acknowledge helpful and constructive comments from Marlys Christianson, Sally Maitlis, John Lafkas, Mike Pratt, and Tim Vogus. We also acknowledge with gratitude the financial support provided by the Ivey Business School, Surrey Business School, and Frankfurt School of Finance and Management. The authors declare no potential conflicts of interest with respect to the research, authorship, and/or publication of this paper. The order of authorship is alphabetical.