This article uses an observational study of dog ownership to explicate understanding of consumer behavior in the marketing of pet and pet-related products. A close examination of the relationship between dog and dog owner reveals more than metaphorical parallels in consumer behavior. Dog ownership reveals a reciprocal altruism that prohibitive restrictions support. These restrictions are protective and punitive. The values and beliefs of the dog owner underpin these restrictions. The dependency on primitive cognitive functions within the domestic environment enables the dog owner to internalize an ideal through the relationship with the pet. This internalization explicates the need for businesses to support pet and pet-related products by core values rather than slogans and glossy programs to complement the dog owner's view of the relationship with their dog.
|Publication Title||Journal of Business Research|
|Notes||This article was used with permission by Elsevier|
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