Pam Giordano thinks her dog is quite intelligent, and she has proof: Giorgio, an 11-year-old Havanese, has diplomas stating he has a bachelor’s, master’s and Ph.D. from Yale. The bumper sticker on Ms. Giordano’s car announces, “My dog made it to the Ivy League.”

The honors were bestowed on Giorgio and Giuliana, his sibling, for participating in the university’s Canine Cognition Center. “I wanted to know how much they know and how smart they are,” Ms. Giordano, a real estate broker in Branford, Conn., said. “I think Giuliana really just goes for the treats. But Giorgio rises above it. He is very bright. I would say he knows over 100 words.”

The Yale researchers are on to something. They have figured out how to tap into the willingness of dogs’ human companions to support their studies. Enthusiastically.

Suddenly how smart your dog is seems to matter — an aspiration that has also not gone unnoticed by the commercial pet industry. Walk into any pet supply chain, such as the aptly named PetSmart, and take in the toys, gadgets and foods advertised as optimizing a dog’s intelligence. Or just do an online search for “brain games to play with your dog.”