Dog and Dog Owner Relationships in Consumer Behavior

In this observational study, we document the death of a dog. Dog ownership reveals a reciprocal altruism supported by the development of a notional superego as the result of prohibitive restrictions which represent the owner’s moral values. The dependency on primitive cognitive functions enables the dog owner to internalize an ideal through the exercise of superego control. The role of the superego explicates the need for businesses to support pets and pet-related products with values and emotions rather than silly slogans and rational appeals to complement the strength of dog owners’ internalized view of their relationship with their dog.


Tony Ellson and Arch Woodside (2007) ,"Dog and Dog Owner Relationships in Consumer Behavior", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 216-219.


Tony Ellson, Cardiff University, Wales, UK
Arch Woodside, Boston College, USA


E - European Advances in Consumer Research Volume 8 | 2007

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