Can we live without a dog? Consumption life cycles in dog–owner relationships
通过观察狗主人关系，研究宠物及相关产品营销中的消费者行为，揭示互惠利他主义和内在化过程，为企业提供基于核心价值的营销建议。
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.