Journal of Consumer Affairs | ACCI Consumer Research Journal | Wiley Online Library
Summary
This paper tests how the illusion of control (IOC) — the belief people have that they can influence outcomes that are actually chance-based — affects decisions to acquire dogs and subsequent owner–dog relationships. Across four studies (mixed samples of potential and current dog owners in the UK and France; total samples around 200 per study), the author finds that higher IOC predicts unrealistic optimism (UO) about owning and training a dog, which increases impulsive acquisition. Among actual owners, higher IOC is associated with greater reports of dogs’ behavioural problems, expectancy disconfirmation, lower satisfaction, more distress and higher relinquishment intention.
Crucially, Study 4 shows a simple informational nudge — a short paragraph that warned adopters about unforeseeable challenges beyond their control — reduced both UO and impulsivity to adopt. The research proposes practical steps for shelters, breeders and marketers to reduce poor matches and returns by managing expectations before adoption.
Key Points
- IOC drives unrealistic optimism (UO) about one’s ability to train and manage a dog.
- UO partly mediates the relationship between IOC and impulsive decisions to acquire a dog.
- Among owners, higher IOC is linked to perceiving more behavioural problems in their dogs and greater expectancy disconfirmation.
- Expectancy disconfirmation reduces satisfaction and increases owners’ distress, which raises relinquishment intention.
- A short pre-adoption message highlighting uncontrollable challenges significantly reduced UO and impulsive acquisition in an experiment.
- Findings point to low-cost interventions (better information at shelters, breeders, pet shops) to improve owner–pet matches and reduce returns.
- Studies used validated scales (IOC, UO, impulsivity, behavioural problems, distress, relinquishment intention) and PROCESS mediation/moderation analyses.
- Limitations: focused on dogs (generalisability to other pets unknown) and used convenience samples in specific countries.
Content summary
The paper reports four studies. Study 1 (UK, potential owners) found IOC increases UO and impulsivity, with UO partially mediating the IOC→impulsivity link. Study 2 (French dog owners) linked IOC to perceived behavioural problems, which produced expectancy disconfirmation and lower satisfaction. Study 3 showed disconfirmation predicts distress and higher intention to relinquish; it also replicated the IOC→impulsivity relationship among current owners. Study 4 experimentally tested a short awareness paragraph about unforeseen, uncontrollable challenges; this reduced UO and impulsivity compared with a control paragraph.
The work integrates Langer’s IOC theory with consumer behaviour concepts (unrealistic optimism, impulse acquisition, expectancy disconfirmation) and applies them to companion dog ownership. Analyses used bootstrapped PROCESS models and reported reliable scales (alpha coefficients generally >0.9).
Context and relevance
This study matters for animal welfare, shelter operations and anyone involved in selling or rehoming dogs. Millions of animals are adopted and a sizable share returned; behavioural incompatibility is a leading cause. By showing that cognitive biases before adoption predict impulsive decisions and later distress, the research provides evidence that pre-adoption information can reduce mismatches and returns — a practical lever with welfare and economic implications.
It also speaks to broader consumer-behaviour themes: how overconfidence and illusory control affect major, life-impacting choices (not just small purchases), and how simple nudges can improve decision quality.
Why should I read this?
If you care about pets, shelters, or reducing returns, this paper is a neat time-saver — it shows the problem, tracks the psychological route to it, and tests a tiny fix that works. Short version: people who think they can control more than they can tend to grab dogs on impulse and later regret it; a straightforward heads-up before adoption cuts the problem.
Author style
Punchy and actionable — the author links theory to real-world steps shelters and sellers can use right away. The experimental evidence for a brief informational nudge makes the findings especially relevant for those trying to reduce behavioural returns and improve animal welfare.
Source
Source: https://onlinelibrary.wiley.com/doi/10.1111/joca.70030?af=R
