Reproduction of the Logic of Anthropomorphic Consumption:Reflections on Pet Ownership Among Youth
Pet consumption has become an important part of contemporary youth's life.Through in-depth interviews with pet owners,veterinarians,and owners of pet stores and beauty stores,we find that pet consumption is essentially a type of anthropomorphic consumption,which means that pets are regarded as human beings and products,food,and services are purchased for them,and the logic of which can be summarized as"consumers-pets(anthropomorphic intermediaries)-commodities".This kind of consumption is not to satisfy the consumer's own needs,but to satisfy the pet's needs,using the pet as an intermediary to embed the consumer in the market.Anthropomorphic logic is present throughout the process of pet ownership.Such a logic is steadily reproduced because the relationship between humans and pets possesses anthropomorphic social relational attributes.The market not only acquiesces to this anthropomorphic logic and anthropomorphic social relations,but also uses it to produce goods and services that create new demands for pets,constituting a more insidious form of consumer alienation.Therefore,pet goods consumption is the result of a combination of emotional and market logics.
PetConsumptionSociology of ConsumptionYouth Culture
万方数据
维普
