Navigation Links
Natural-born consumers
Date:6/29/2011

This release is available in French.

Montreal, June 29, 2011 What do fast-food restaurants have in common? Why are women more likely to become compulsive shoppers and men more likely to become addicted to pornography? Why do men's testosterone levels rise when they drive expensive sports cars? How does the fashion industry play on our innate need to belong? How do religions, cosmetic companies, and self-help gurus cater to consumers' Darwinian-based insecurities?

How might a company determine which elements of an advertisement are universally valid and which are culture-specific? These are some of the questions Gad Saad explores in his interdisciplinary book, The Consuming Instinct: What Juicy Burgers, Ferraris, Pornography, and Gift Giving Reveal about Human Nature (Prometheus Books 2011; 340 pages).

Saad argues that numerous consumer behaviours are rooted in evolution. Simply put, our biological heritage influences our choices: What we eat, what we wear, what entertains us (e.g. songs, movies, literature, art, religious narratives, advertising, television shows, self-help books). Saad adds that all entrepreneurs, financial traders or personnel managers are deeply influenced by innate evolutionary forces in similar ways.

"Many consumer choices are vestiges of our evolutionary past. For example, the universal penchant for fatty foods is an adaptation to a recurring survival challenge, namely caloric scarcity and caloric uncertainty as faced by our ancestors," says Saad, Concordia University Research Chair in Evolutionary Behavioral Sciences and Darwinian Consumption and a marketing professor at the John Molson School of Business. "It's not surprising that the world's most popular fast food chains, from McDonald's to Dunkin' Donuts, share one common element: They all offer highly caloric and tasty foods that are consistent with our evolved taste buds."

According to Saad, most acts of consumption are rooted in four key Darwinian drives: survival (we prefer foods high in calories); reproduction (we use products as sexual signals); kin selection (we naturally exchange gifts with family members); and reciprocal altruism (we enjoy offering gifts to close friends). His book also examines the similarities between animal and human consumer behaviours.

"Successful marketers capitalize on shared biological features that unite consumers within the proverbial global village," he says. "Marketers might not know the evolutionary reasons that drive commercial realities, but they are well aware that consumers possess universal commonalities."


'/>"/>

Contact: Sylvain-Jacques Desjardins
s-j.desjardins@concordia.ca
514-848-2424 x5068
Concordia University
Source:Eurekalert  

Related biology news :

1. Natural-born divers and the molecular traces of evolution
2. Numera and HealthTrio LLC Form Partnership to Provide Objective Health Information for Millions of Consumers
3. Two-Thirds of Consumers Prefer Credit Card Verification by Fingerprint, According to Unisys Poll
4. Alcohol consumers are becoming the norm, UT Southwestern analysis finds
5. Carbohydrate claims can mislead consumers
6. The International Biometrics & Identification Association (IBIA) Sets New Course to Benefit Consumers, Businesses and Governments Across the Globe
7. AMP cautions consumers about direct access genetic testing
8. Consumers in European countries appreciate grain healthiness in diverse ways
9. GenWay Biotechs You Test You puts early cancer detection tool in the hands of consumers
10. Consumers over age 50 should consider steps to cut copper and iron intake
11. Consumers more likely to identify healthy food using traffic light nutrition labels
Post Your Comments:
*Name:
*Comment:
*Email:
Related Image:
Natural-born consumers
(Date:11/17/2016)... Global Market Watch: Primarily supported by ... Banks and Academics) market is to witness a value of ... the highest Compounded Annual Growth Rate (CAGR) of 10.75% is ... analysis period 2014-2020. North America is ... Europe at 9.56% respectively. Report ...
(Date:11/16/2016)... Nov. 16, 2016 Sensory Inc ., ... security for consumer electronics, and VeriTran , ... retail industry, today announced a global partnership that ... to authenticate users of mobile banking and mobile ... software which requires no specialized biometric scanners, ...
(Date:11/15/2016)... DUBLIN , Nov 15, 2016 Research ... - Global Forecast to 2021" report to their offering. ... ... reach USD 16.18 Billion by 2021 from USD 6.21 Billion in ... Growth of the bioinformatics market is driven by ...
Breaking Biology News(10 mins):
(Date:12/5/2016)... 5, 2016  Eisai Inc. announced today final ... of rufinamide, which were presented at the 2016 ... held from December 2-6 in Houston, ... tolerability and cognitive data showed that patients who ... and tolerability profiles, cognitive development and behavior, compared ...
(Date:12/4/2016)... SAN DIEGO , Dec. 3, 2016  In ... Society of Hematology (ASH) Annual Meeting and Exposition in ... advanced biomedical engineering methods to improve the delivery of ... conditions. These new methods are designed to carry therapies ... are needed most, which could provide a substantial advantage ...
(Date:12/2/2016)... Calif. , Dec. 2, 2016 Amgen (NASDAQ: ... AGN ) today announced the submission of a Marketing Authorization ... 215, a biosimilar candidate to Avastin ® (bevacizumab). The ... submitted to the EMA. "The submission of ... Amgen seeks to expand our oncology portfolio," said Sean ...
(Date:12/2/2016)... (PRWEB) , ... December 01, 2016 , ... ... pneumatic tube systems for North American hospitals, will present its chain-of-custody solution for ... and Exhibition in Las Vegas, Nev., Dec. 4-8, 2016. , Aerocom has a ...
Breaking Biology Technology: