Can we live without a dog? Consumption life cycles in dog-owner relationships

Purpose - To relate the relationship between pet dogs and their owners to the marketing of pet-related products. Design/methodology/approach - Reflects on the author's own experiences of dog ownership, directly or in terms of family members' dogs, and the impact of acquiring a new dog on existing owned pets and on family life. Details the practical issues of feeding, living space, grooming, cleaning up mess, exercising, neighbours and the law, medical care, holidays, old age, and death. Outlines other aspects: why a dog rather than a cat, what a dog contributes, pedigree or mutt, buying products and services for the new dog. Findings - Unlike children, dogs do not grow up and leave home; this suggests companionship rather than an unequal relationship, and that dogs remain part of the family. There is also a separation of what is the dog's property as opposed to the owner's, and what is acceptable dog behaviour. Originality/value - Shows that dog ownership is based on reciprocal altruism