Evolutionary psychology is not the only productive evolutionary approach to understanding consumer behavior
Journal of Consumer Psychology · 2013 · Volume 23 · Issue 3
DOI: 10.1016/j.jcps.2013.03.005
Abstract
I respond to Vladas Griskevicius and Douglas T. Kendrick (G&K) and Gad Saad's (S) defenses of the view that Consumer Studies would benefit from the appeal to evolution in all work aimed at understanding consumer behavior. I argue that G&K and S's reliance on one theoretical perspective, that of evolutionary psychology, limits their options. Further, I point out some specific problems with the theoretical perspective of evolutionary psychology. Finally, I introduce some alternative evolutionary approaches to studying human behavior that could profitably be adopted in consumer research.
Keywords
Evolutionary psychology, Consumer research
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