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Veevers’ (1985) study on companion animals focused on the three functions of
pets. The first function is the projective function, or the “symbiotic extension of self,” in
which the dog itself and the treatment of the dog reflects upon the human self. The
second function is the sociability function in which the dog plays a role in inviting or
preventing interaction with others. The third function is the one most relevant to this
research. It is the surrogate function, which allows individuals to pamper their animal like
a child.
Buying gourmet treats and accessories are ways for humans to pamper their pets
and for individuals to pamper themselves. If, as Veevers claims, animals function to
reflect the symbiotic extension of the self, to function as a surrogate loved one, and to
function as a means of interaction with others, then the ability for animals and humans to
play out their roles will be enhanced by the market place. This study expands upon the
current studies on consumption and animals and society by exploring how human-canine
relationships are anthropomorphized by a market culture. The type of person who attends
Yappy Hour on a weekly basis has a unique and special type of connection with their dog
that goes beyond most people’s relationships with dogs. Most of the dog lovers
interviewed do not perceive their dogs as dogs; they are family members, best friends,
and “fur babies.”
These dog lovers also do not perceive themselves as dog owners; they
are mothers and fathers. The social and market environment of Three Dog Bakery, not
only reinforces their relationship with their dog, it shapes community, friendships, and
personal identity.
Convention