Evolution and consumer behavior

  title={Evolution and consumer behavior},
  author={Kristina M. Durante and Vladas Griskevicius},
  journal={Current opinion in psychology},
An evolutionary theoretical approach considers the adaptive function of behavior. This article discusses what it means to use an evolutionary approach to generate predictions, and discusses two specific evolutionarily informed theories that have uncovered novel insights into consumer behavior. First, the fundamental motives framework highlights the social challenges faced by our ancestors (e.g., finding mates, avoiding disease) that continue to influence modern consumers in specific and often… Expand

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