Department of Management

Evolutionary psychological consumer research: Bold, bright, but better with behavior

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  • Tobias Otterbring, University of Agder
  • ,
  • Jill Sundie , Washington and Lee University
  • ,
  • Yexin Jessica Li, University of Kansas
  • ,
  • Sarah Hill, Texas Christian University

This special issue includes state-of-the-art papers that leverage various theories from evolutionary psychology (EP) to shed light on important consumption-related phenomena. Our guest editorial provides an overview of this EP-based consumer research, highlighting the key content, common denominators, and significant strengths of the articles. The papers cover a wide variety of topics, characteristic of evolutionary-informed research, that we structure around the following three themes: (1) Mating, marketing, and meaningful motivating forces, (2) Conspicuous consumption and salient signs of “showing off,” and (3) Human hormones and biologically-based business research. We close our guest editorial by highlighting the crucial challenges of capturing real behavior, favoring field work, and promoting wisely conducted replication studies, which we deem to be fundamental in order to move this research area further forward.

Original languageEnglish
JournalJournal of Business Research
Pages (from-to)473-484
Number of pages12
Publication statusPublished - Nov 2020

    Research areas

  • Conspicuous consumption, Ecological validity, Evolutionary psychology, Fundamental motives, Hormones, Mating, Real behavior, Replication, Status, WEIRD

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