Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Animals have always played a significant role in people’s lives. Lately, the technological and market economy has anthropomorphized dogs to human-like behavior, particularly to status of family member or child. 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 at Three Dog Bakery. 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.