This research aimed to identify social representations and conspicuous consumption practices in dog owners in the city of Bogotá. The sample included 96 men and women over the age of 18. A mixed study was carried out, with a qualitative phase in which the social representations of dogs, creole and breed dogs by pet owners were explored, and the meanings attributed to conspicuous consumption practices were also addressed. In the quantitative phase, descriptive analyses were carried out and thus the structure of social representations was confirmed. The results showed that dogs, Creole and breed dogs with high affective value were recognized. The Creole dog is associated with conditions of vulnerability and is recognized as an all-terrain dog. Breed dogs involve care and economic investment and are identified as visible dogs in society. It is discussed how social representations about dog ownership, in addition to affective value, involve exhibition activities, social demonstration and in turn a social and moral status.