Abstract: Traditionally, dogs have been trained by operant conditioning techniques; that is, dogs make a desired behavioural response and this response is reinforced by a reward such as food. This type of training is very effective in training dogs to perform basic obedience behaviours (e.g. `stay'). However, dogs are social animals and should be predisposed to learn from social stimuli. In the present study, we used a modified version of the model-rival technique that has been extensively used in experiments investigating the cognitive ability of parrots. In this technique, social stimuli are used to create in the animal an interest in the object without the use of food or other rewards. Therefore, the animal learns the name of the object (intrinsic reward) and not that the object's name means food. In this experiment we compared the learning ability of nine pet dogs to solve the same retrieval-selection task having been previously trained using operant conditioning or model-rival techniques. The retrieval-selection task was the dogs had to correctly select the commanded object to bring to the experimenter from a group of three similar objects. The results show no difference in the speeds with which the dogs solved the test--demonstrating the efficacy of the model-rival method. This is the first time that the effectiveness of the model-rival technique has been experimentally demonstrated with dogs. Furthermore, we believe that the methodology reported in this paper has applications in dog training and in experiments into dog cognition.