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.
Start by teaching your puppy the word NO. Use that word only when she is doing something you do not like. You have to use the word NO in a loud, stern voice that is different from all other ways you communicate with her, so that she knows there is something wrong. You also have to catch her in the act that you don't like, so that it will associate the word NO with the action that she is doing. Be consistent, and follow your verbal command with a light smack or moving her to a time out spot.
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.
Unless given a command to jump, a dog should never be allowed to jump on humans. A dog that jumps on humans of its own free will is a dog that does not respect the person it is jumping on. Even those cute little toy dogs should not be allowed to jump on people. While you may think it is cute, it is not cute to everyone else. Not only is it annoying to most people to have someone else's dog jump on them, it can also be dangerous. A jumping dog can knock people over, muddy their clothes, put runners in nylons and scratch the skin.
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