Affiliation:
1. Department of Marketing Bentley University Waltham Massachusetts USA
Abstract
AbstractDogs have become an essential part of many consumers' everyday lives as well as their purchase and consumption considerations. This research investigates dog owners' affective reactions (i.e., disgust) to dogs wearing clothes and their purchase of dog apparel influenced by owners' political identities. We find an interesting pattern where conservatives (relative to liberals) experience higher disgust for dogs wearing clothes but are more likely to purchase dog apparel. We propose that liberals and conservatives endorse different moral values leading to different human‐animal relationship beliefs, as reflected in speciesism (i.e., human superiority). Conservatives have higher speciesism beliefs, leading to both higher feelings of disgust and purchase of dog apparel due to status signaling. The effects are further moderated by the type of apparel, with a stronger effect for nonfunctional (vs. functional) clothes. In three studies, we surveyed dog owners and non‐owners and conducted an experiment to demonstrate these effects. We also provide managerial implications in terms of designing and marketing pet apparels.
Subject
Marketing,Applied Psychology
Reference82 articles.
1. Adegeest D.‐A.(2021).Fashion's next big thing? The luxury pet market. Retrieved Nov 29 2021 fromhttps://fashionunited.com/news/fashion/fashion-s-next-big-thing-the-luxury-pet-market/2021080341379
2. MTurk Research: Review and Recommendations
3. Pets, Families, and the Life Course
4. Allied Market Research. (2022).Pet Clothing Market by Product Type (Shirts and Tops Coats and Jackets Sweater and Hoodies Others) by Pet Type (Dogs Cats Others) by Distribution Channel (Offline Online) by Pet Owner (Gen X Millennial Baby Boomer Gen Z Builder): Global Opportunity Analysis and Industry Forecast 2021–2031.https://www.alliedmarketresearch.com/pet-clothing-market-A16890
5. Toward a psychology of human–animal relations.
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献