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EMAC 2022 Annual

Lookalike the tutor: Pet keeping characterization in consumption practices context on the relationship between aged and their dogs.

Published: May 24, 2022


Helton da Silva, ESPM - Escola Superior de Propaganda e Marketing; Ricardo Zagallo Camargo, ESPM - Escola Superior de Propaganda e Marketing


Men and animals have always been close to each other so that this relationship developed pet keeping practice. Besides, there is an increase of the population longevity with more and more aged people as protagonists in social relationships and in consumption. Considering both aspects, the objective of this work is to typify consumption behavior in the pet keeping practice context between aged tutors and their dogs. Qualitative research was done with daily reports, added to unstructured interviews. Content analysis based on Theories of Practice was used to data treatment. The results indicate that dogs assume a highlighted place in their tutors life as if they were considered members of the family. Other contribution is the observation of new sectors of pet keeping practices, like watching TV, taking a nap and going out by car, which may constitute new practices.