The Evolutionary Bases of Consumption (Marketing and Consumer Psychology Series)

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. The Evolutionary Bases of Consumption 4 Copyright 5 Contents 8 Series Foreword 12 Preface 14 Acknowledgments 16 Introduction 18 Chapter 1 What Is Evolutionary Psychology? 22 Historical Overview Leading Up to the Founding of Evolutionary Psychology 23 What is Evolutionary Psychology? 26 Proximate Versus Ultimate Explanations 29 Domain-Specific Versus General-Purpose Modules 34 Chapter Summary 37 Chapter 2 Consumer Research: Domain-General and Proximate-Level Theorizing 39 Proximate Models Utilizing Domain-Independent General-Purpose Mechanisms 40 Learning 41 Motivation 44 Culture 45 Standardization Versus Adaptation 49 Decision Making 52 Perception 58 Attitude Formation and Attitude Change 64 Emotions 66 Personality 70 Applications of Evolutionary Psychology in Other Disciplines 74 Chapter Summary 79 Chapter 3 Consumption and Darwinian Modules 80 The Reproductive Module 80 Human Mating as a Consumption Choice 83 Information Search in Mate Selection 85 Gift Giving as a Courtship Ritual 88 Sex Differences in Aggregate Consumption Patterns 90 Toy Preferences 91 Appearance-Enhancing Products and Services 92 Cosmetic and Plastic Procedures 92 High Heels, Haircuts, and Provocative Attire 94 The Myth Behind the Beauty Myth 96 Risk-Related Consumption Phenomena 99 Financial Risk Taking 99 Physical Risk Taking 101 The Evolutionary Roots of Conspicuous Consumption 105 Conspicuous Consumption in Religious Settings 110 The Universality and Innateness of Conspicuous Consumption 112 Philanthropy: Costly Signaling Via Nonreciprocal Altruism 116 The Survival Module 118 The Kin Selection Module 122 Family Research in Consumer Behavior 122 Evolutionary Account of Kin Relationships 125 Darwinian Perspective on Birth Order Effects in the Consumption Setting 129 The Reciprocation Module 132 Gift Giving as a Means of Creating and/or Solidifying Bonds 133 Consumption Behaviors Meant to Signal Group Membership 134 Identifying the Nonreciprocators 138 Cross-Cultural Differences in the Definition of Friendship 140 Chapter Summary 142 Chapter 4 Advertising Content and Media Effects: Mirrors of Human Nature 144 Masculinity and Femininity From a Social Constructivist Perspective 145 Depiction of Femininity 146 Depiction of Masculinity 149 Depiction of Masculinity and Femininity in Children’s Mediums 154 Depiction of the Dynamics Between Men and Women 157 Evolutionary Account of Masculinity and Femininity 159 Depiction of Sexuality in Advertising 162 Use of Sexual Imagery and the Depiction of Women in Advertising 162 Variables That Moderate Reactions to Sex in Advertising 167 Condemnation of Advertising 168 Prescriptive Strategies to Address “Sexist” Advertising 171 Standardization Versus Adaptation of Advertising Message 173 Advertising Slogans and Darwinian Modules 176 Physical Attractiveness in Advertising: A Darwinian Perspective 178 Chapter Summary 182 Chapter 5 The Darwinian Roots of Cultural Products 184 Evolutionary Perspective on Culture 186 Memetic Theory 187 Content Analysis of Specific Cultural Products 189 Television Themes 190 Soap Operas 195 Talk Shows 200 Movies 204 Songs 209 Music Videos 217 Literature 219 Self-Help Books 223 Religion 232 Art 235 Chapter Summary 238 Chapter 6 The Darwinian Roots of “Dark-Side” Consumption 240 The Darwinian Etiology of the Seven Deadly Sins 241 Darwinian Medicine and the Promotion of Health 243 Public Service Announcements and Evolutionary Theory 245 Analysis of Specific Dark-Side Consumption Behaviors 227 Pornography 248 Pornography 249 Eating Disorders 257 Social Constructivist Perspective 257 Evolutionary Perspective 264 Gambling 266 Demographic Risk Factors Associated With Pathological Gambling 268 Domain-General Perspective of Addiction 271 Proximate Theories of Gambling 273 Evolutionary Explanation of Pathological Gambling 275 Compulsive Buying 276 Women and Compulsive Buying 277 Domain-General Perspective of Compulsive Buying 278 Proximate Issues Addressed by Marketing Scholars 280 Evolutionary Explanation of Compulsive Buying 282 Chapter Summary 284 Chapter 7 Benefits of Darwinizing Consumer Research 286 Consilience, Fuller Explanations, and Novel Hypotheses 286 Evolutionary Psychology as an Epistemological Heuristic 290 Does Evolutionary Theory Yield Inactionable and/or Impractical Information? 292 The “Darwinizing” of the Cognate Disciplines Closest to Consumer Behavior 293 Chapter Summary 296 Concluding Remarks 297 References 298 Author Index 338 Subject Index 350 This Book 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-basedtheorizing 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. What Is Evolutionary Psychology? -- Consumer Research Domain-general & Proximate-level Theorizing -- Consumption & Darwinian Modules -- Advertising Content And Media Effects- Mirrors Of Human Nature -- Darwinian Roots Of Cultural Products -- Darwinian Roots Of Darkside Consumption -- Benefits Of Darwinizing Consumer Research. Gad Saad. Includes Bibliographical References (p. 277-316) And Indexes. __The Evolutionary Bases of Consumption____The Evolutionary Bases of Consumption__