I was scared to death the first time Jeter did this as a puppy. I called the vet and they had me bring him in. They said it was reverse sneezing, I was glad that it was not a collapsed Trachea! My vet said that it is common in a few toy breeds and that most is brought on by excitement or fear. I will rub his neck when he does it to distract him a bit and he will stop. Yumi Yasha also has done this a few times but I knew what it was when she did it, still it's a bit scarry to have them have an episode