This surprised me - a dog that wins Best in Show at the Westminster Dog Show doesn't increase the number of new registrations for that breed - for at least five years.

For breeds that had won the Westminster Show, the slope of the curve for number of new registrations per year for the 5 years prior to winning was not significantly different from the slope of the curve for the 5 years after winning. Annual percentage change in number of new registrations for the breed that won each year was not significantly different from annual percentage change in number of new registrations for matched non-winning breeds.

Herzon, H.A. & Elias, S.M. 2004. Effects of winning the Westminster Kennel Club Dog Show on breed popularity. Journal of the American Veterinary Medical Association. 225(3):365-367.

http://avmajournals.avma.org/doi/abs/10.2460/javma.2004.225.365

In terms of consumer psychology, winners usually lead to increased sales - but not in this case.  I think there could be a few reasons for this:

1.  More people are aware of homeless pets and their need for good homes - therefore, less people are buying purebred dogs.  However, I don't think purebred dog registrations as a whole have decreased.

2.  It can't be related to how many people watch the Westminster Kennel Club Dog Show, because it has increased in viewership with time, especially due to its increased coverage on television and the Internet.

3.  People may have their favorite dog breeds, and they stick with those breeds, regardless of what breed wins best in show. 

4.  There are increased sales of the breed that wins best in show, but people are buying them from non-registered stock.  The study looked at the number of registrations, not the number of sales.

5.  People that own show dogs specialize in a certain breed, and they stay with that breed through the course of their career.

6.  There is little consumer interest who wins Best in Show - that dog does not exert enough consumer influence to increase breed sales.

www.stephaniesarkis.com

www.twitter.com/stephaniesarkis

www.facebook.com/stephaniesarkisphd

www.youtube.com/docadhd

Recent Posts in Here, There, and Everywhere

Attractiveness Changes Our Perception At an Early Age

And what makes a face "attractive?"

The Healing Power of Pets

How a cat changed a life.

Are You a Daydreamer or Do You Have ADHD?

When does a behavior become part of a disorder?

Shame Indicates Anxiety Disorders in Children

Children who exhibited shame had a higher rate of anxiety disorder symptoms.

Fathers' Impact on ADHD

A father's involvement influences his ADHD child's behavior.

Higher Rate of Depression in ADHD College Students

Less social support is tied to more depression for ADHD college students.