Elevating Your Dog s Health and Happiness Exploring the Power of Bella Pet Food

It's a Dog's Life: Elevating Status from Pet to "Fur Baby" at Yappy Hour

Jessica Greenebaum1Its a Dogs Life: Elevating Status from Pet to FurBaby at Yappy HourABSTRACTNonhuman animals always have played a significant role in peoples lives. Lately, the technological and market economy has anthropomorphized dogs to human-like behavior, particularly to statusof family member or child. This qualitative study expands uponthe current studies on consumption and animals and society byexploring how human-canine relationships are anthropomorphizedat the family excursion to Yappy Hour at Fidos Barkery. Thetype of person who attends Yappy Hour on a weekly basis hasa unique and special type of connection with their dog that goesbeyond most peoples relationships with dogs. Most of the doglovers interviewed do not perceive their dogs as dogs; they arefamily members, best friends, and fur babies. These dog loversalso do not perceive themselves as dog owners; they see themselves as mothers and fathers. The social and market environment of Fidos Barkery not only reinforces their relationship withtheir dog, it shapes community, friendships, and personal identity.Only dog lovers can understand. Nestled in the suburbs of Hartford, Connecticut lies Fidos Barkery, abakery that sells treats that look good enough forhumans to eat, but are for dogs. When people comeinto the store for the first time, they smile and marvel at the amusing concept. After all, a dog bakeryis not located on every street corner. Anyone whoSociety & Animals 12:2 Koninklijke Brill NV, Leiden, 2004likes animals cannot help but be happy in a store devoted to dogs. The firstthing one notices when entering the store is the pastry cases full of treats,freshly baked and dipped on the premises, reminiscent of a European pastry shop. Many pet stores have biscuit bars filled with bulk dry cookies,but they cannot compare with the fresh and refrigerated pastries at the bakery.One case is full of dry cookies and the other case consists of refrigerated gourmet cakes and pastries. All the cookies, cakes, and pastries are made withnatural, wholesome ingredients without the use of sugar, salt, animal fats, orartificial preservatives. Most of the cookies are dipped in carob (a chocolatesubstitute) or peanut butter. The cakes are topped with buttermilk-yogurtfrosting mixed with peanut butter or carob. The treats look so delicious, thatmany first-time customers cannot believe the treats are made for dogs, ratherthan humans. Nothing is too indulgent for these pampered pets, includingthe high quality toys, collars, beds, and bowls that also sell for premium prices.Anita, a counselor in her early 50s and an owner of four Japanese Chins, talksabout the reaction she had the first time she walked into the store:I couldnt believe it. I really could not believe it. The first thing I saw wasthe counter full of these delectable looking treats and that they were actually made for dogs. And I thought it was just hilarious and really wonderful. Being a dog lover, you figure, hell, they deserve it, why not?Between 6 and 8 oclock on Thursday nights, these dog lovers are at YappyHour2 with their best friends and fur babies. Yappy Hour is a social hourfor dogs and their human companions. When the door closes, the leashescome off and the games begin. The dogs run back and forth from the frontto the back of the store. The front of the store is where the dogs play and getattention from people. The back of the store is where the dogs get cake andthe humans get wine or soda from Frank, the owner and barktender.Shelly and Richard, caretakers of two Wheaton Terriers, are in their mid 50sand are partners in an advertising and public relations firm. Due to theircareers, they can really appreciate the unique and funny concept of YappyHour and a bakery for dogs. Shelly states, the concept is something thatcould really appeal to people who want to demonstrate their relationshipwith their dog and their willingness to do anything, like buy special food.118 Jessica GreenebaumThis study expands upon the current studies on animals and society. It exploreshow the regular customers of Yappy Hour anthropomorphize their relationship with their dogs by engaging in this family outing. Thursday night YappyHours become a leisure-time activity that elevates dogs into the family structure. The type of person who attends Yappy Hour on a weekly basis has aunique and special type of connection with their dog. Most of the dog loversinterviewed do not perceive their dogs as dogs; they are family members,best friends, and fur babies. These dog lovers also do not perceive themselvesas dog owners; they are parents.In addition, the social self is constructed through the presentation of self atYappy Hour. According to Goffman (1959), individuals work to create animage of themselves. This performance can involve a team of actors whoseintimate co-operation is required if a given projected definition of the situation is to be maintained (Goffman, p. 104). Sanders (1993) and Twining,Arluke, and Patronek (2000) studied how human and non-human animalswork as teams to manage stigma of bad behavior and breed stereotypes.Attending Yappy Hour is one form of impression management where regulars can distinguish themselves from the typical dog owner and reinforcetheir standing as parents (Goffman, 1959). Through this activity, the dogand dog owners become a team in constructing an image of a family. Similarto the image of soccer moms who drive their kids to games and social events,these parents take their fur babies to a weekly activity where they can play.The parents socialize with each other while encouraging their fur babies toplay nicely. Just as children tend to have personalities similar to their parents, these fur babies also reflect the personalities of the parents. As a result,the dog becomes an extension and reflection of the self. Not only are the dogselevated to the status of children, but the dogs also elevate the status of dogowners to parents. The dog becomes anthropomorphized through this leisureactivity that promotes family life.Literature ReviewResearch on animals and society has been conducted for the past 20 years,including work on the role of pets in the lives of the elderly (Franks & Hart,1993; Sanders, 1993; Siegel, 1993), the bereavement process following theIts a Dogs Life 119death of a pet (Archer & Winchester, 1985), understanding the thought processof pet dogs (Sanders), and the role of pets in promoting social interactionamong strangers in dog parks (Robins, Sanders, & Cahill, 1991; Wolch &Rowe, 1992). In addition, there also has been a lot of research on the socialsignificance of pets in the lives of their human companions, particularly howthey have become anthropomorphized into family members and surrogatechildren (Albert & Bulcroft, 1988; Belk, 1996; Belk, 1998; Cain, 1985; Gillespie,Leffler, & Lerner, 2002; Hirschman, 1994; Sanders, 1999; Veevers, 1985).Veevers (1985) study on companion animals focused on the three functionsof pets:1. the projective, or the symbiotic extension of self, in which the dog andthe treatment of the dog reflect upon the human self;2. the sociability, in which the dog plays a role in inviting or preventinginteraction with others; and3. the surrogate, which allows individuals to pamper their animal like achild.Buying gourmet treats and accessories are ways for humans to pamper theirpets and for individuals to pamper themselves. If, as Veevers (1985) claims,animals function to reflect the symbiotic extension of the self, to function asa 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 as familymembers will be enhanced by leisure time activities.Shopping is a leisure activity that shapes family life and identity (Allen, 1999;Belk, 1988; Crawford, 1992; De Vault, 2000; Hirschman & Holbrook 1982;Holbrook & Hirschman, 1982; Lury, 1996; Murphy, 2000). Today, increasingnumbers of people are shopping for their animals as a means of constructing pets as family members (Belk, 1988; Hirschman, 1994). However, therehas been a lack of research on how the technological and market economyhas anthropomorphized dogs and other pets to human-like behavior, particularly to the status of family member or child. The marketplace has respondedto this change by producing luxury goods for people to lavish on their pets.While companies filled the gap in the marketplace, they simultaneously created new needs for consumption as a way for individuals to express love fortheir pets. Today, consumers can watch television channels devoted to ani120 Jessica Greenebaummals, send their dog to a pet psychic, bring their dog to doggie daycare, orhire a dog walker so the family pooch does not have to be alone while thefamily is away. Consumers also can buy treats for their fur baby and attenda social gathering at Yappy Hour.In 2003, annual pet spending was expected to reach $31 billion, according tothe American Pet Product Manufacturers Association (2003). Although themajority of the money is spent on veterinary care, other major expenses inAmerican pet households are for food and supplies. The change in marketplace highlights the transforming role of animals in our society. In a consumer society, people show affection and care through the consumption ofgoods for family members, particularly children. This research suggests thatdogs have become child substitutes, particularly for young adults in theirlate 20s and early 30s and empty nesters. For the childless young couple orsingle adult, the dog becomes a trial for parenthood, in which they can experiment with the idea of becoming parents. For the single or married emptynester, the dog is treated as a child or, perhaps, a spoiled child-grandchild.Both groups have extra time to spend on family outings with their dogs andhave spare income to spend on their dogs.Research MethodologyThe first time I entered Fidos Barkery I fell in love with Goliath, the storedog. This Giant Schnauzer, whom I call the gentle giant, greeted me bylying on the floor and demanding a belly rub. At the time, I did not have adog and I adopted Goliath as my own. I would visit him on a weekly basisand buy him a treat. I decided to work part-time at the dog bakery, partiallyto supplement my professors salary, partially to do research, but mostlybecause I love dogs and believe in the stores concept. For the past two years,I have had my best friend and fur baby, Thurston, an 11-pound Boston terrier (or the Boston Terror, as the store affectionately calls him), working bymy side. Goliaths and Thurstons jobs as tasters and greeters make themmuch more than your average dogthey become human-like in status.Watching the dogs play is fun and entertaining, but after working at YappyHour for a couple of months, I realized that this is a sociological study. I conducted 11 interviews with 16 people who regularly attend Yappy Hour. I alsohad numerous discussions with Frank, the owner of Fidos Barkery. I usedIts a Dogs Life 121a reference guide of questions to help focus the interviews; yet, all theinterviewees had the opportunity to discuss issues that I may not haveaddressed. I tape-recorded and transcribed all the interviews and developeda system for coding during and after data collection.I interviewed eight married couples, one divorced man, and two single womenwho each are in long-term relationships. All the people interviewed are whiteand heterosexual. Three of the couples have adult children. The ages rangefrom 23 to 51, during or after prime childrearing years. This is significantbecause empty nesters and young couples without children tend to treat theirpets as surrogate children (Albert & Bulcroft, 1988; Hirschman, 1994). Oneperson has a working-class vocation, another has a lower-middle class job,and the rest are in professional or business fields. Confidentiality has beenassured, and all human names and dogs names have been changed, althoughI received permission from the individuals to identify the breeds of theirdogs. Of the 20 dogs included in the study, all but three were pure-breeds.Because pure-breed dogs are expensive, usually only members of the middle to upper-middle class can afford them. That most of these dogs are purebreeds is also important because these parents spent the time and money tofind a breed that easily would become an extension of the self. Finally, it issignificant to report that the middle class has historically used the domesticated pet as a status symbol or child surrogate (Phineas, 1974; Sanders, 1999).Becoming Fur BabiesThe animal lovers who attend Yappy Hour on a regular basis perceive theirdogs as more than mere pets; they are integrated family members who aretreated like children. Carol, a mechanical engineer in her 40s and a caretakerof two mixed-breeds says:I think that the type of person who goes to Yappy Hour thinks of the dogas an entity with attitude, needs, personality, thoughts, and they thinkenough of the dog and the dogs position in their pack/family that theywant to [go to Yappy Hour].Jackie, who works in sales and is in her late 20s, is an owner of a JapaneseChin. She also distinguishes between people who go to Yappy Hour and people who do not.122 Jessica GreenebaumI dont think people love their pets any less that dont go. But its almost[as if Yappy Hour people] take time out for their pets. Other people maygo to a park with their dog. I think people who take time out to have a setroutine or something thats just specifically for their dog are different thanpeople who think, Im going to take the dog out for a walk and thats theironly interaction theyve had outside.Because friends and family often make fun of the people who attend YappyHour, Anita suggests that the people who attend on a weekly basis are making a statement about their values.These dog lovers make special accommodations for their dogs because theydo not see their dogs merely as pets but as family members. For many ofthese people, the dogs are so integrated into the family that they take on therole of fur babies, including one couple who has incorporated their dogsinto their will. Sarah, a part-time employee at Fidos Barkery, is in her mid20s and has two Airedales and a Silky Terrier. She explains this unusualsituation:You know they are in our will. They have a legacy. If something happensto us they will be provided for. Its not like well put them up in a penthouse, but I certainly hate for something to happen to Steve [her husband,an M.D.] and then theyd have to go to a shelter. So we have talked to certain people about taking them in. And I would not want someone to nottake them because of a financial burden. So we have allowed a certainamount to be given to their care. . . . Thats why theyre fur babies. Thatshow we think about them.And Sarah believes that most of the individuals who go to Yappy Hour alsosee their dogs as family members or fur babies:I think its a sliding scale sort of thing. There are certainly people there thatare as neurotic as I am, who get their dogs everything. They are fur babiesand thats the end of the story. I do think there are people who come to YappyHour who are less extreme in the levels that the dog enters as a family member versus as a pet. But yeah, I certainly think that anyone who comes toYappy Hour is more on the side that its a family member than a pet.Dawn, a law student in her early 20s, gets upset when people insist that herPugs are just dogs. Her Pugs are her babies, and, as such, she has a babyIts a Dogs Life 123stroller for them when she travels to New York City. Beck (1996) and Tuan(1984) argue that parading ones dog in a baby stroller can be perceived asobjectifying animals and using them as a toy; but, in this case, the dog isbeing protected from being stepped on and is, therefore, being treated like achild.The perception of their dogs as children is enhanced by the notion that thesedog lovers feel like parents, not owners, of dogs. At the time of these interviews, none of the young couples had children, and the older couples children were of adult age. By transforming the role of dog into child, YappyHour becomes a family excursion that enables humans to play the role ofparents.Dave, a business executive in his late 20s with two Pugs, claims that he andhis wife, Lisa, take on stereotypically traditional gender roles. He is the protector and playmate while she is the nurturer and primary caregiver. Heclaims that the dogs take Lisa more seriously because he doesnt enforce therules well.Dawn also explains that she thinks her dog Angela perceives her and herboyfriend as having distinct gender roles. She cuddles and provides for thedogs on a daily basis while he is the playmate who plays rough with thePugs:I think of the dogs more than he does. Everyday, when I dont have them,Im like, what did you do with the dogs today? What did you guys playwith? And I dont think he thinks of that as much. When I come home, shecries, when she hasnt seen me. But when he comes home, shes excited,but its not the same.Marc, a police officer in his early 30s, agrees with Dave. Julie is the boss andIm a big toy for [the dog] to play with. I think he thinks of me as just anotherdog, part of the pack. Julie adds, Yeah, he listens to me if I tell him no,hell listen. He doesnt listen to Marc. Hes more of a buddy to him. WhileIm more of the mother type. In these families, the dogs did not listen totheir fathers as well as their mothers. Since they were not home as much,their main job is to be the playmate, the leader of the pack. As the playmate,they often bend the rules during quality time, as with children.124 Jessica GreenebaumInterestingly, not only are these dog lovers doing family, they also aredoing gender (West & Zimmerman, 1987). This was particularly true forthe young couples who were planning on having children in the future. Bypreparing to become mothers and fathers, they also were preparing to takeon traditional roles of women and men. As a result, these human-animal families abide by the same set of gender expectations as traditional, male-headedhouseholds. In this traditional household, mothers are the primary caregiverswhile fathers are the mothers helper. The father helps out and does what isrequested of him, but the mother manages the daily household chores andactivities (Coltrane & Adams, 2001). In both traditional breadwinner familiesand dual income families, the mothers role as primary caregiver consists ofproviding emotional support, preparing meals, and managing daily activities (Coltrane & Adams, Hochschild, 1989; Larossa, 1988). Since they are moreinvolved in the everyday activities of children, they often enforce the dailyhousehold rules (however, men often get to make more major householddecisions) and are therefore relegated to the role of disciplinarian.However, sometimes the men are perceived as the alpha because they are nothome as often. Shelly believes that Richards absence gives him an aura ofimportance. Bruce, a mechanical engineer in his mid 40s, admits that the dogsrespond to Carol better on a daily basis, but as the largest male with the deepest voice, he gets the final say in critical matters:When we take them for walks and we meet other dogs and theres somesort of disagreement, if I give a loud growl or yell, all of them listen. Ourdog, their dog, it doesnt matter. So in that sense, Im the alpha because Imthe biggest, strongest male, with the deepest, loudest growl.Picking breeds that the caretakers felt reflected their own personalities havealso anthropomorphized the dogs (Belk, 1996; Belk, 1998; Hirschman, 1994).Because the dogs are perceived as mirroring the parents, they are elevatedto child-like status and reinforce the phrase, like father, like son. Lisa andDave bought Pugs because they wanted dogs with a lot of character in asmall package. Dave, like his Pug loves to be the center of attention. Thedesire for both of them to be in the spotlight is probably because they bothcome in small packages (Dave is 5 7). Dawn also picked Pugs becausetheyre stubborn, very dynamic, and have a lot of personality. Pugs are aIts a Dogs Life 125great match for Dawn because she says, Im a performer and Im used tohaving a lot of attention.Sarah says she bought Airedales because the breed traits compliment her ownpersonality. Sarah states, [Airdales] dont conform, theyre difficult to train,[and] theyre very stubborn. . . . We dont like to conform to what other people think we should do or say. Which I think is a terrier personality trait.Many of the parents of purebred dogs have noticed that their dogs take ontheir owners quirky personalities. Shelly claims that one of their WheatonTerriers is very pensive and quirky, much like her husband Richard.We always say that Harrys got a novel in the drawer that hes working onwhen were not home. We really feel that hes thinking something and hewants to say it. We always say to him, will you just spit it out Harry.Even Goliath, the storeowners dog, reflects Franks personality. At 105pounds, Goliath can be very intimidating to strangers. However, he usuallyis sweet and gentle, except when he barks and breaks up a fight among thedogs at play. Ben, who is married to Anita, attributes Goliaths personalityto Franks own gentle nature, both of whom he describes as gentle souls.Ill tell you what struck me the most. Frank. My only sense was what agentle soul. Im so amazed by how I see the reflection of his character inthat dog. The dog is generally very quiet. He can take care of business whenhe has too. Dont mess with him. Treat him respectfully and youll be allset. And thats kind of how I see Frank. I dont need to have a big stick andwave it at you, I know I can take care of myself. So Im going to choose tobe pleasant and a good host but if you step out of line [watch out]. Im veryfond of people like that so I immediately was drawn to that. I dont equategentle with weak. Being a gentle person doesnt mean you are a weak person. It means youre prudent. When you need to take care of it, you takecare of it.But, although the dogs often reflect their caretakers personalities, Anita isamazed by how, like children, they have their own personalities. She wanteda dog that would constantly give her attention and used to be upset that oneof her dogs is not a lap dog. But she realized that Its nothing I can takepersonally. Its her personality. Its like kids. When you have more than one126 Jessica Greenebaumyou start to see that their own idiosyncrasies are about them, not about you.They are all different. By interpreting their personality as childlike, thesedog lovers anthropomorphize their dogs to a human status and view themselves as parents.Creating Family and Community in the MarketplaceAlthough Fidos Barkery tends to attract an upper-middle class clientele, itis not uncommon to see members of all socio-economic classes buying treatsfor their dogs. According to Frank, the owner of the bakery, the customerscan be broken down into four categories. These categories often, but notalways, represent social class. The budget shopper is the type of customer whobuys treats at the bakery on special occasion, such as a dogs birthday or theholiday season. The budget shopper tends to buy dog biscuits from the supermarket or chain pet-store for either financial or practical reasons. Althoughthe dog, often a mixed breed, is a loved member of the family, the dog is adog and, therefore, does not need extravagant goods.The status shopper is the rare customer who buys expensive products, suchas Burberry style tote bags or the Swarovski studded leather collars at FidosBarkery or other elite department stores and specialty shops. This loved dog,usually a purebred, is a canvas to display the status shoppers wealth andsocial status (Sanders, 1999).The quality shoppers regularly shops at Fidos Barkery because they want togive their mixed breed or purebred, quality, healthy treats. They also prefershopping at small businesses where they and their dog get personal attention. Finally, the social shoppers have the same qualities as the quality shoppersbut use the bakery as a mechanism to socialize their dogs and to gather withother dog lovers. It is the social shopper who attends Yappy Hour on a regular basis to show others and themselves their relationship with their dog asfamily member. Although most social shoppers also can be considered qualityshoppers, these are not mutually exclusive categories. A number of peopleattend Yappy Hour whosince they do not buy much for their petscouldfall under the category of bargain shopper.I argue that the parents in this study are quality and social shoppers becausethey believe it is their responsibility to provide a first-rate life for their furIts a Dogs Life 127babies. Richard explains, I feel very strongly that its part of our responsibility to give the dog the best life you possibly can. Theyre completely underyour power and control. Its your responsibility to make them have a goodlife. Therefore, these parents use the marketplace to provide their fur babieswith health, happiness, and the pursuit of pleasure.Some things these caretakers have done to make sure their fur babies havethe best possible health includes spending thousands of dollars providingfor expensive medical care such as chemotherapy and radiation for the mixedbreed suffering from cancer, acupuncture for the Airedale suffering fromchronic pain, and multiple visits to an opthamologist to treat a Pugs eyeinfection. Many of the caretakers are also quite concerned for the safety ofthe dogs, and one couple set up an alarm system with a smoke detector toprotect the dogs when they were away.Although these parents recognize that this type of treatment requires expendable time and money, they differ from status shoppers in that their motivation is to protect and please their companion animal. Sarah explains thatalthough the money enables them to act out on their desires, the sentimentstill would be there, even if they could not afford the expensive veterinarycare. She states, It definitely would change what we do, but it would notchange the way we viewed them. Richard claims he would borrow or stealor do whatever I could to provide for his fur babies if he did not have themoney.To insure happiness and comfort in the dogs daily life, some of these parents buy and rent cars to transport their dogs comfortably. To make the driving experience even more luxurious, small dogs can sit in booster seats, whichprovide both safety and window viewing pleasure for the dog. For the dogwho loves to stick his head out of the window, you can buy doggles, whichare dog goggles to protect the dogs eyes from UV sunrays and debris.Finally, these parents bring their dogs to Yappy Hour for the pursuit of pleasure. The bakery and the individuals who attend Yappy Hour work togetherto create a space for people to indulge themselves and to treat their dogs likefur babies. According to Sarah, you need to afford a lifestyle to participatein it because going to Yappy Hour on a weekly basis is a leisure activitythat requires time and money.128 Jessica GreenebaumMany of the young couples who are thinking about getting pregnant areacutely aware of the expendable time needed to attend Yappy Hour on a regular basis. Dave and Lisa live 20 minutes away from Fidos Barkery and areconcerned that they will not have time to go on a weekly basis once theyhave a baby. However, they claim that it would not change the desire to go.Sarah claims that children also will not change the status of her fur babies:Dakota will always be our first born.People go to Yappy Hour as a means to provide entertainment and socialization for their dogs. But they keep coming back week after week becauseof the community fostered by Frank, the friendships formed at Fidos Barkery,and the desire to support a business based on the love of dogs.Host of the partyAll Yappy Hour attendees agree that one of the main reasons why they continue to come to Yappy Hour is due to Frank, the owner of Fidos Barkery.All the dogs seem to love Frank, as he is the dispenser of dog treats duringYappy Hour. But the people love him too, and not because he also is the barktender. Frank is a very personable, caring man who loves dogs and his business. In fact, he gave up a lucrative career as a Health Care Administrator toopen Fidos Barkery. Shelly explains:I think that Franks personality is a really big part of it. I think the conceptalone isnt enough. You have to have the right person in place. Its a goodconcept, but its executed really, really well by Frank. Hes a wonderful man.And then its the community, which is the staff, some of whom were partof the community and kind of migrated to the staff. There are people whokind of come and go, but the people who come and stay are such a nicegroup of people. Plus, its an affinity group and thats part of the concept.Although the occupations, age, and interests differ among these parents, therelationships to their dogs draw them together. Yappy Hour becomes a socialclub or an in-group, in which membership is defined and community is constructed by ones relationship with their dog and ones attendance of thissocial event (Newman, 1995; Sumner, 1906). It is through the dogs that a senseof community is formed. As Wolch and Rowe (1992, p. 20) point out in theirresearch on dog parks, the presence of dogs clearly fosters social interactionIts a Dogs Life 129between people and people often learn the names of each others dog beforethey learn one anothers name.Another reason why people love Yappy Hour is the friendships and senseof community that has developed throughout the years the event has beenheld. Yappy Hour is not just an important social event for the dogs; it alsois a fun get-together for the human companions. Lisa, an owner of two Pugs,explains:I know for me, Yappy Hour is just as much of a social event for me. Itsgreat the dogs run around and get tired out, but I enjoy seeing the peoplethat I have something in common [with].After Yappy Hour, many congregate at a local restaurant for drinks and food,with or without the dogs. Yappy Hour is also a time where people celebratebirthdays (both canine and human), weddings and holidays, as well as togrieve the death or illness of dog and human friends. The unexpected deathof one of her dog was traumatic for Shelly; however, knowing that Frank andthe others were there for her, helped her survive this heartbreaking tragedy.Frank was away when my dog died. I just really wanted to tell Frank, Iwanted to talk to him. And he was away and he got stuck because of 9-11.And he didnt get back for days. And one day I got him on the phone andthen I went in. I just wanted to stop by and I told him and I just startedcrying. And he was so sweet about it. Everybody was. The card [that everybody from Yappy Hour signed] really helped us get through.Because people attend Yappy Hour on a weekly basis, Mack feels that itsthe canine equivalent to the Cheers bar: where everyone knows the dogsname. Before Anita discovered Yappy Hour, she was looking for a forumwhere she could socialize with other people who love dogs. She continuesto come back week after week for the human and canine socialization. Theresan affinity between people who love dogs and I really think theres a specialtype of bond. Yappy Hour creates an in-group membership or club (Newman,1995; Summer, 1906), which enables people to bond with other dog parents, and also validate their parental-child relationship with their dog.130 Jessica GreenebaumSupporting the BakeryQuality and social shoppers buy gourmet delicacies for their fur babies at FidosBarkery because they are impressed with the wholesome treats baked on thepremises. They buy exclusive goods to show that the dog is a loved member of the family. Furthermore, there is a feeling among the customers thatpeople going to Yappy Hour should make a conscious effort to support thissmall business rather than buying goods at a cheaper price from a large petshop. Ann explains:[If] you are in there and you are using it as a way for your dog to play, thenyou should support the store that is letting you do those things. I dontthink you have an obligation to buy things but its kind of the right thingto do. There are times when I forget my wallet or whatever, and I dont buysomething every time, but as a general rule, if youre going to be there asmuch as were there, you should buy some stuff there. When you have toget something, get it there.Dave and Lisa buy the same assortment of treats on a weekly basis and oftenbuy some of the high priced specialty goods to help support the business.Maybe were paying a little more, but its a quality product and we get theentertainment, Dave said. They feel it is important to support the business.Dave claims,It could just be me feeling guilty because we kind of hang out, drink wine,so does everyone else, but does anyone ever buy anything? No. So werelike, we dont want Frank to go out of business, quick buy something.Because it is a small business, Dave and Lisa always fear that Fidos Barkerymight go under and their weekly supply of treats and entertainment will begone. In addition, Marthas desire to support the bakery is the result of feeling that her dogs are actually loved and cared for by the workers. Marthabelieves one does not get this type of treatment at a large chain pet store,and this keeps her coming back on a weekly basis. So there is a consciouseffort by many of these customers to support Fidos Barkery emotionally,physically, and financially.Its a Dogs Life 131ConclusionThis research on the regulars at Yappy Hour adds to the current research onanimals and society, which calls for a closer look at the relationships betweenpets and their human companions. Although the purpose of Yappy Hour atFidos Barkery is to generate business, Yappy Hour becomes a communityevent and a family activity that highlights the process of anthropomorphizing dogs into the child-like status of fur babies. The marketplace has createda new way of thinking about pets and has responded to the shifting relationship between humans and dogs. There is a countless number of products to buy for ones fur baby. Once dog-loving consumers get used to theidea of a bakery for dogs, it ceases to be outrageous and starts to become anemotional and social necessity. Yappy Hour stimulates business by creatinga warm and welcoming place for social and quality shoppers to consume. Italso is a social function that creates community and friendships.For the most part, the dogs in this study were purebreds who appeared tohave characteristics and personalities similar to their human companions.This encouraged the dog lovers to view their dogs as more than just a pet,but a vital member of the family. As family members, the dogs are elevatedto the status of children, or fur babies. By treating the dogs like children andfollowing traditional gender roles and expectations, the dog owners statusbecomes elevated to parent, thus creating a form of impression management(Goffman, 1959). As parents, they place the needs of their dogs in the forefront of their daily lives and use the marketplace to provide luxuries for theirfur babies.If the merchandise consumers buy, the recreation consumers seek, and thelifestyle consumers achieve reflects and defines them, they are going to tryto buy the best goods from the most exclusive stores. Because the family dogis an extension of the self for some, it makes sense that these dog lovers willbuy freshly baked dog treats, attend Yappy Hour on a regular basis, and treattheir dog like a fur baby.* Jessica Greenebaum, Central Connecticut State University132 Jessica GreenebaumNotes1Correspondence should be addressed to Jessica Greenebaum, Department ofSociology, Diloreto Hall, Central Connecticut State University, CCSU 1615 StanleyStreet, New Britiain, CT 06050. E-mail: [email protected] owner of this bakery has given me permission to use the term, Yappy Hour,and to mention the location of the bakery. All other names (with the exception ofthe authors dog) have been changed.ReferencesAlbert, A. & Bulcroft, K. (1988). Pets, families, and the life course. Journal of Marriageand the Family, 50, 543-552.Allen, E. (1999). Shopping for family: Communication studies 298. Qualitative Inquiry,5, 147-180.American Pet Product Manufacturers Association. (2003). 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