To dress up or not: Political identity and dog owners' purchase of dog apparels

Abstract

Dogs 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.