Fundamental motives : How evolutionary needs in fl uence consumer behavior

  title={Fundamental motives : How evolutionary needs in fl uence consumer behavior},
  author={Vladas Griskevicius and Douglas T. Kenrick},
Can we better understand modern consumer behavior by examining its links to our ancestral past? We consider the underlying motives for consumption and choice from an evolutionary perspective. We review evidence that deep-seated evolutionary motives continue to influence much modern behavior, albeit not always in obvious or conscious ways. These fundamental motives include: (1) evading physical harm, (2) avoiding disease, (3) making friends, (4) attaining status, (5) acquiring a mate, (6… CONTINUE READING

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