24 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