EP12 – The Psychology of Owning a Dog: Dogs As an Extension of Us
Episode Summary
Why do so many dog owners treat their pets like family – or even like extensions of themselves? In this episode of Marketing Made Clear, we dive into the fascinating psychology behind dog ownership, including the theory of the extended self, conspicuous consumption, and the rise of premium pet products.
From Darwin and Belk to Maslow and Veblen, we explore what makes our bond with dogs so personal – and how this impacts the way we buy for them.
Whether you’re a marketer, dog lover, or both – this one’s for you.
🐶 Topics covered:
• Why dogs often look like their owners
• The psychology of the extended self (Russel Belk, 1988)
• Abraham Maslow’s hierarchy of needs and pet ownership
• Conspicuous consumption and Veblen goods in the pet industry
• How people project their food values onto their dogs
• Raw food, ultra-processed kibble, and what it says about us
📖 Based on the hit article published on MarketingMadeClear.com and featured in top UK dog magazines:
marketingmadeclear.com/the-psychology-of-owning-a-dog-dogs-as-an-extension-of-ourselves/
👉 What do you feed your dog – and why? Let us know in the comments!
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Key Takeaways
- Dog ownership is deeply psychological – it’s not just about companionship; it’s about identity, emotional fulfilment, and even status.
- Russell Belk’s ‘Extended Self’ theory explains why we view our dogs as part of who we are – from the breeds we choose to the products we buy.
- People often choose dogs that physically or emotionally resemble themselves, influenced by the mere-exposure effect and familiarity bias.
- Maslow’s Hierarchy of Needs helps explain motivations behind getting a dog – with many owners fulfilling emotional and self-actualisation needs through pet ownership.
- The concept of conspicuous consumption (Veblen goods) applies to pet products too – people buy premium items for their dogs to reflect personal values or signal status.
- Consumer behaviour is mirrored in pet food choices – owners who avoid ultra-processed foods for themselves are highly likely to do the same for their dogs.
- Subcultures form around pet ownership, with online communities reinforcing feeding habits, breed preferences, and identity-driven buying.
- Emotional marketing is powerful in the pet industry, as people make emotionally charged decisions that reinforce how they see themselves.
- Raw and biologically appropriate dog food is rising in popularity, driven by a shift in consumer awareness and rejection of ultra-processed products like kibble.
- For marketers, aligning with the owner’s identity, values, and emotions is key to success in the pet industry – you’re not just selling to the owner, you’re marketing to the extended self.
