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E-grāmata: Evolutionary Bases of Consumption

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The Evolutionary Bases of Consumption by Gad Saad applies Darwinian principles in understanding our consumption patterns and the products of popular culture that most appeal to individuals. The first and only scholarly work to do so, this is a captivating study of the adaptive reasons behind our behaviors, cognitions, emotions, and perceptions. This lens of analysis suggests how we come to make selections such as choosing a mate, the foods we eat, the gifts that we offer, and more. It also highlights how numerous forms of dark side consumption, including pathological gambling, compulsive buying, pornographic addiction, and eating disorders, possess a Darwinian etiology.

Engaging and diverse in scope, the book maps consumption phenomena onto four key Darwinian modules: survival, reproduction, kin selection, and reciprocal altruism. As an interesting proposal, the author suggests that media and advertising contents exist in their particular forms because they are a reflection of our evolved human nature - negating the notion that they exist through the reverse causal link, as proposed by social constructivists. The link between evolutionary theory and consumption behaviors is detailed throughout the book via an examination of (among many others):

  • appearance-enhancing products and services;
  • financial and physical risk-taking;
  • use of sexual imagery and the depictions of women in advertising; and
  • television programs, movies, songs, music videos, literature, religion, and art.

The Evolutionary Bases of Consumption will appeal to evolutionists who desire to explore new areas wherein evolutionary theory can be applied; consumer and marketing scholars who wish to learn about the ways in which biological-and evolutionary-based theorizing can be infused into the consumer behavior/marketing/advertising disciplines; as well as other interdisciplinary scholars interested in gaining knowledge about the power of evolutionary theory in explaining a wide range of behavioral phenomena.

Recenzijas

"The key features of this book are (1) it introduces an evolutionary psychological perspective on consumerism and marketing (2) it provides an overview of some robust themes that account for systematic patterning of consumer preferences, and (3) it offers a synthetic approach to the study and understanding of consumer behavior. The book will be the first of its kind and will inspire new directions in consumer research." - Margo Wilson, Department of Psychology, McMaster University

"Gad Saad has shown me that evolutionary psychology and consumer behavior is a very interesting subject and one I think many people will find interesting-even exciting. The author has an excellent knowledge of the literature on evolutionary psychology and its interpretations. He does a fine job of applying it to the area of consumer behavior. I think it could have an important impact on the advertising industry." - Charles Crawford, Emeritus Professor of Psychology, Simon Fraser University 'Saad's book The Evolutionary Bases of Consumption is aimed at academic researchers studying aspects of consumer psychology, students and practitioners in advertising or marketing, or nonconsumer psychologists who enjoy interdisciplinary research. The book suggests that there is broad applicability of Darwinian principles to the study of consumer behavior... It is the first book of its kind.' - Jill M. Sundie, PsycCRITIQUES

"The key features of this book are (1) it introduces an evolutionary psychological perspective on consumerism and marketing (2) it provides an overview of some robust themes that account for systematic patterning of consumer preferences, and (3) it offers a synthetic approach to the study and understanding of consumer behavior. The book will be the first of its kind and will inspire new directions in consumer research." - Margo Wilson, Department of Psychology, McMaster University

"Gad Saad has shown me that evolutionary psychology and consumer behavior is a very interesting subject and one I think many people will find interesting-even exciting. The author has an excellent knowledge of the literature on evolutionary psychology and its interpretations. He does a fine job of applying it to the area of consumer behavior. I think it could have an important impact on the advertising industry." - Charles Crawford, Emeritus Professor of Psychology, Simon Fraser University

Series Foreword xi
Preface xiii
Acknowledgments xv
Introduction xvii
1 What Is Evolutionary Psychology? 1
Historical Overview Leading Up to the Founding of Evolutionary Psychology
2
What is Evolutionary Psychology?
5
Proximate Versus Ultimate Explanations
8
Domain-Specific Versus General-Purpose Modules
13
Chapter Summary
16
2 Consumer Research: Domain-General and Proximate-Level Theorizing 18
Proximate Models Utilizing Domain-Independent General-Purpose Mechanisms
19
Learning
20
Motivation
23
Culture
24
Standardization Versus Adaptation
28
Decision Making
31
Perception
37
Attitude Formation and Attitude Change
43
Emotions
45
Personality
49
Applications of Evolutionary Psychology in Other Disciplines
53
Chapter Summary
58
3 Consumption and Darwinian Modules 59
The Reproductive Module
59
Human Mating as a Consumption Choice
62
Information Search in Mate Selection
64
Gift Giving as a Courtship Ritual
67
Sex Differences in Aggregate Consumption Patterns
69
Toy Preferences
70
Appearance-Enhancing Products and Services
71
Cosmetic and Plastic Procedures
71
High Heels, Haircuts, and Provocative Attire
73
The Myth Behind the Beauty Myth
75
Risk-Related Consumption Phenomena
78
Financial Risk Taking
78
Physical Risk Taking
80
The Evolutionary Roots of Conspicuous Consumption
84
Conspicuous Consumption in Religious Settings
89
The Universality and Innateness of Conspicuous Consumption
91
Philanthropy: Costly Signaling Via Nonreciprocal Altruism
95
The Survival Module
97
The Kin Selection Module
101
Family Research in Consumer Behavior
101
Evolutionary Account of Kin Relationships
104
Darwinian Perspective on Birth Order Effects in the Consumption Setting
108
The Reciprocation Module
111
Gift Giving as a Means of Creating and/or Solidifying Bonds
112
Consumption Behaviors Meant to Signal Group Membership
113
Identifying the Nonreciprocators
117
Cross-Cultural Differences in the Definition of Friendship
119
Chapter Summary
121
4 Advertising Content and Media Effects: Mirrors of Human Nature 123
Masculinity and Femininity From a Social Constructivist Perspective
124
Depiction of Femininity
125
Depiction of Masculinity
128
Depiction of Masculinity and Femininity in Children's Mediums
133
Depiction of the Dynamics Between Men and Women
136
Evolutionary Account of Masculinity and Femininity
138
Depiction of Sexuality in Advertising
141
Use of Sexual Imagery and the Depiction of Women in Advertising
141
Variables That Moderate Reactions to Sex in Advertising
146
Condemnation of Advertising
147
Prescriptive Strategies to Address "Sexist" Advertising
150
Standardization Versus Adaptation of Advertising Message
152
Advertising Slogans and Darwinian Modules
155
Physical Attractiveness in Advertising: A Darwinian Perspective
157
Chapter Summary
161
5 The Darwinian Roots of Cultural Products 163
Evolutionary Perspective on Culture
165
Memetic Theory
166
Content Analysis of Specific Cultural Products
168
Television Themes
169
Soap Operas
174
Talk Shows
179
Movies
183
Songs
188
Music Videos
196
Literature
198
Self-Help Books
202
Religion
211
Art
214
Chapter Summary
217
6 The Darwinian Roots of "Dark-Side" Consumption 219
The Darwinian Etiology of the Seven Deadly Sins
220
Darwinian Medicine and the Promotion of Health
222
Public Service Announcements and Evolutionary Theory
224
Analysis of Specific Dark-Side Consumption Behaviors
227
Pornography
228
Eating Disorders
236
Social Constructivist Perspective
236
Evolutionary Perspective
243
Gambling
245
Demographic Risk Factors Associated With Pathological Gambling
247
Domain-General Perspective of Addiction
250
Proximate Theories of Gambling
252
Evolutionary Explanation of Pathological Gambling
254
Compulsive Buying
255
Women and Compulsive Buying
256
Domain-General Perspective of Compulsive Buying
257
Proximate Issues Addressed by Marketing Scholars
259
Evolutionary Explanation of Compulsive Buying
261
Chapter Summary
263
7 Benefits of Darwinizing Consumer Research 265
Consilience, Fuller Explanations, and Novel Hypotheses
265
Evolutionary Psychology as an Epistemological Heuristic
269
Does Evolutionary Theory Yield Inactionable and/or Impractical Information?
271
The "Darwinizing" of the Cognate Disciplines Closest to Consumer Behavior
272
Chapter Summary
275
Concluding Remarks
276
References 277
Author Index 317
Subject Index 329


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