Applications of evolutionary psychology in marketing

Applications of evolutionary psychology in marketing Evolutionary psychology is an emerging paradigm in psychological science. The current article introduces this framework to marketing scholars and presents evidence for its increasing acceptance within the social science community. As a result, a case is made for the application of evolutionary psychology to marketing, and especially consumer behavior. Application of the evolutionary framework in studying gender‐related consumption behavior is illustrated by comparing the evolutionary predictions with results obtained from previous studies, by supporting these predictions with market‐level consumption data, and by proposing new hypotheses based on this framework. Also discussed are the potential applications of evolutionary psychology to other consumption‐related phenomena like evaluation of endorser attractiveness in advertising, biologically driven consumption choices among women, consumer‐experienced emotions in service encounters, and consumption choices as inclusive fitness maximization rather than utility maximization. © 2000 John Wiley & Sons, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

Applications of evolutionary psychology in marketing

Psychology & Marketing, Volume 17 (12) – Dec 1, 2000

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Publisher
Wiley
Copyright
Copyright © 2000 John Wiley & Sons, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/1520-6793(200012)17:12<1005::AID-MAR1>3.0.CO;2-H
Publisher site
See Article on Publisher Site

Abstract

Evolutionary psychology is an emerging paradigm in psychological science. The current article introduces this framework to marketing scholars and presents evidence for its increasing acceptance within the social science community. As a result, a case is made for the application of evolutionary psychology to marketing, and especially consumer behavior. Application of the evolutionary framework in studying gender‐related consumption behavior is illustrated by comparing the evolutionary predictions with results obtained from previous studies, by supporting these predictions with market‐level consumption data, and by proposing new hypotheses based on this framework. Also discussed are the potential applications of evolutionary psychology to other consumption‐related phenomena like evaluation of endorser attractiveness in advertising, biologically driven consumption choices among women, consumer‐experienced emotions in service encounters, and consumption choices as inclusive fitness maximization rather than utility maximization. © 2000 John Wiley & Sons, Inc.

Journal

Psychology & MarketingWiley

Published: Dec 1, 2000

References

  • The evolution of cooperation
    Axelrod, Axelrod; Hamilton, Hamilton
  • The year 2000: Looking forward
    Bagozzi, Bagozzi; Nataraajan, Nataraajan
  • Are women more risk averse?
    Jianakoplos, Jianakoplos; Bernasek, Bernasek
  • Female nudity in print advertising: An analysis of gender differences in arousal and ad response
    LaTour, LaTour
  • Gender differences in gift exchanges: New directions from projections
    McGrath, McGrath

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