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:4/4/2017)... --  EyeLock LLC , a leader of iris-based identity ... and Trademark Office (USPTO) has issued U.S. Patent No. ... iris image with a face image acquired in sequence ... th issued patent. "The issuance ... multi-modal biometric capabilities that have recently come to market ...
(Date:3/30/2017)... The research team of The Hong Kong Polytechnic University (PolyU) ... ground breaking 3D fingerprint minutiae recovery and matching technology, pushing contactless ... use in identification, crime investigation, immigration control, security of access and ... ... A research team led by Dr Ajay Kumar ...
(Date:3/28/2017)... 28, 2017 The report "Video ... Monitors, Servers, Storage Devices), Software (Video Analytics, VMS), and ... Global Forecast to 2022", published by MarketsandMarkets, the market ... is projected to reach USD 75.64 Billion by 2022, ... The base year considered for the study is 2016 ...
Breaking Biology News(10 mins):
(Date:7/26/2017)... ... July 26, 2017 , ... Spectral imaging ... face every day. This unique capability combines high resolution imaging with spectral ... to deliver unprecedented datasets for chemical analysis, quality control, and decision-making. , Snapshot ...
(Date:7/26/2017)... MN (PRWEB) , ... July 26, 2017 , ... ... of Us Research Program at the National Institutes of Health (NIH), will be ... Conference. This annual conference provides a platform for a multi-stakeholder discussion on the ...
(Date:7/26/2017)... , July 26, 2017  Nurse practitioners play a crucial ... findings of a Merck Manuals survey released today. ... conference, revealed that most (88 percent) believe they spend at ... and prescriptions. ... Merck Manuals survey of 210 nurse practitioners ...
(Date:7/25/2017)... ... July 25, 2017 , ... ... Director of Strategic Planning. His extensive background in consulting, development and marketing ... encompasses marketing and differentiation consulting, business strategy development, new product marketing and ...
Breaking Biology Technology: