Published in the European Journal of Marketing on October 3, 2024, the study by **Lan Xia, Jihye Wang, and Fang Gao** examined how political ideology shapes both **owner–pet relationships** and purchasing decisions related to pet care and accessories.
Using surveys and secondary data, the researchers found two dominant themes in how owners view their dogs: as **human-like companions** or as **beings under control**. These views align with political values—**liberals**, who prioritize individualizing moral values, are more likely to anthropomorphize their dogs and invest in **medical care and services**. **Conservatives**, who emphasize social order and loyalty, are more inclined to assert control and prefer spending on **luxury branded pet products**.
The study highlights that identity signaling plays a role in pet parenting. For instance, liberals may express empathy and closeness through wellness purchases, while conservatives may use brand loyalty and appearance as reflections of status or structure within the pet relationship.
Although based on U.S. data, the findings offer important insights for **pet product companies**, suggesting that marketing and product development should consider **psychographic segmentation**, including political identity, to better connect with consumer values.
This research underscores how deeply **personal identity** can influence daily choices in pet care, beyond just love or attachment.
Source: Xia, L., Wang, J., & Gao, F. (2024). Red dog, blue dog: the influence of political identity on owner–pet relationships and owners’ purchases of pet-related products and services. European Journal of Marketing. https://doi.org/10.1108/EJM-06-2023-0482
