1. To assert dominance. Whether it's jumping on people or jumping on furniture, both instances illustrate a dog that wants to raise his station in life. By jumping on you or jumping on the couch, he's saying that he's the pack leader--something that you DON'T want to happen, as a dominant dog is much more difficult to train (and can become quite aggressive). In either case, you'll definitely want to institute the proper alpha dog training techniques, if you haven't already.
Many puppies don’t know their strength. When they jump up and you wave your arms and try to push them off, they may think it’s a game and grabs and bite harder. Tell them it hurts the same way another puppy would, with a YELP! Lay it on thick, overact and cry and sob like the pup has done major damage. Some tough dogs get the message using this. For the out-of-control grabby, ambush type of dog play, give him a taste of his own medicine and SCREAM (very loud but very short), and fall over “dead.” Don’t move and don’t say anything. Play dead for at least 15 to 20 seconds. The shock value may be enough to send a permanent message that such games stop all interaction, plus they hurt you—and playing dogs aren’t interested in hurting you and won’t want you to cry.
Puppies should be told from day one, "no jumping." Anything you do not wish your cute little puppy to do when it is full-grown should not be allowed when it is a puppy. Think about the behaviors you allow your puppy to do; is it something you will always allow him to do even when he is full-grown? If the answer is no, do not allow your puppy to do it from day one.
Teach your puppy a conflicting behavior such as “fetch your ball.” She can’t jump up if she’s running to bring you her ball or favorite toy. Just the name of a ​special game or toy—“go get your bear!”—can change the dog’s focus and redirect the behavior long enough for you to evade the jumping. With enough repetition, your puppy will begin to associate your home-coming with “go fetch” instead of jumping up.
However, when we are standing or sitting in a chair and they come bounding over to greet us, jumping up on us and trying to reach our face, we must not bend over and exchange hugs and kisses. If we do we are training and rewarding the puppy for jumping up. Eventually, most of us decide we no longer like our puppy jumping up to say hello - usually when the puppy gets bigger and more rambunctious. What used to be cute is now obnoxious and even dangerous if the puppy is jumping up on children or the elderly.

For pups that ambush you and bite your rear end while playing outside, hide a toy or two in the backyard and ask them to find the toy. Bad weather can give puppies cabin fever when they don’t have adequate time outside to run off the energy. Mental stimulation can wear them out, too. Show your puppy a favorite toy and then roll it up inside an old towel and knot it to make a puzzle. Encourage the pup to unravel and get the toy. You can even tie the first toy-in-the-towel inside a second one for more of a challenge to relieve boredom.
Puppies in human households try to lick the weird, flat, usually bald body part we have instead of a muzzle. When a cute little puppy jumps up to lick face, many people can only say “Awwww!” Hey presto! Jumping up has been rewarded. The puppy’s natural inclination is now a learned behavior. Too bad for the dog when he’s nine months old, bigger and less cute, muddying the pinstripes and knocking Granny to the ground.
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