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Can we live without a dog? Consumption life cycles in dog-owner relationships

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  • Ellson, Tony

Abstract

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.

Suggested Citation

  • Ellson, Tony, 2008. "Can we live without a dog? Consumption life cycles in dog-owner relationships," Journal of Business Research, Elsevier, vol. 61(5), pages 565-573, May.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:5:p:565-573
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    1. John Van Maanen, 1995. "Fear and Loathing in Organization Studies," Organization Science, INFORMS, vol. 6(6), pages 687-692, December.
    2. Karen Golden-Biddle & Karen Locke, 1993. "Appealing Work: An Investigation of How Ethnographic Texts Convince," Organization Science, INFORMS, vol. 4(4), pages 595-616, November.
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    1. Kirk, Colleen P., 2019. "Dogs have masters, cats have staff: Consumers' psychological ownership and their economic valuation of pets," Journal of Business Research, Elsevier, vol. 99(C), pages 306-318.
    2. N. Gromek & J. Perek-Białas, 2022. "Why is pet goods consumption imperceptible for economists? A scoping review," SN Business & Economics, Springer, vol. 2(11), pages 1-25, November.
    3. Gromek Natalia & Perek-Białas Jolanta, 2022. "Pet Goods Consumption in Polish Households," Econometrics. Advances in Applied Data Analysis, Sciendo, vol. 26(3), pages 1-20, September.
    4. Megehee, Carol, 2008. "Can we live without cats? Interpreting and expanding on Ellson's question from a cat-lover's perspective," Journal of Business Research, Elsevier, vol. 61(5), pages 574-578, May.

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