The palgrave international handbook of a 36

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J. Yeates and D. Bowles

previous one (or that another breed would be dissimilar, and thus riskier).
In particular, purchasers’ childhood experiences may locate a type of dog
in their template of a family unit.
– Influence of peers. There are notable trends in specific breeds among
different social groups—often different breeds are associated with
particular classes (for example, Staffordshire bull terriers, labradors,
spaniels, pugs and corgis), often for spurious reasons. Ownership of
these breeds can facilitate acceptance into and convey status within
these social groups and classes (see also the chapter on Status Dogs
herein).
– Celebrities. Role models or icons may be seen with particular breeds, and
those who wish to emulate those celebrities may try to obtain similar dogs
(not necessarily from the same sources). For instance, following President
Obama’s purchase of a Portuguese water dog in 2013, its popularity has
risen from 60th most common breed in 2009 to 51st in 2014. The
popularity of this breed even rose in the UK from 112 bred in 2014 to
155 by September 2015.
– Media. Occasionally films or other media may inspire a trend for certain
popular breed. There is a direct relationship between the popularity of
dog breeds and their appearance in films (Ghirlanda et al. 2014) For
example, there was a 40 % increase in UK collie registration in the
two years subsequent to the release of Lassie in 1943, a 400 % increase
in the sales of Dalmatians after the release in 1985 of 101 Dalmatians and
the television show Game of Thrones has been linked to trends in the
ownership of huskies and wolf-like dogs for status.

Breeder Cupidity

Consumer motivations, as detailed above, have several implications. First,
there is likely to always be a demand for certain breeds or types of dog
(especially those predisposed to certain features, such as, overly short faces
that can make breathing more difficult, leading to respiratory distress); second,
this demand can change rapidly (calling into question the sustainability of
ownership of these breeds); third, breeders and dealers must respond promptly
to raising demands for specific breeds; and fourth, existing registered breeders
may be unable to respond to raising demand. Consequently, as the legitimate
breeding market responds to these changing demands, so too the criminal
element of the market. This is evidenced by the increase of certain breeds of