دانلود رایگان مقاله تکامل و رفتار مصرف کننده

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 contradictory ways. Second, the ovulatory shift hypothesis highlights that women experience an increase in mating motivation near ovulation (e.g., increased desire to attract men and outcompete rival women) that has important implications for consumers. An evolution-informed approach can generate new insights about consumer behavior.

Conclusion

Human behavior includes an evolutionary explanation, including consumer behavior. An evolutionary psychological perspective focuses on ultimate explanations, asking about the adaptive function of behavior (i.e., how a given behavioral tendency would have helped our ancestors solve adaptive challenges), and drawing on theories of selection to generate predictions. Novel insights into consumer behavior are being uncovered as more scholars adopt an evolutionarily informed research program [51,52 ,53–60]. Charles Darwin wrote that, ‘In the distant future, I see open fields for more important researches. Psychology will be based on a new foundation’ [2]. Although it took over 150 years, Darwin’s vision is beginning to be realized. There are many questions left to ask and much new knowledge to be gained by examining consumer behavior through an evolutionary lens. As the bridge between the natural and social sciences becomes stronger, future generations of researchers are poised to build a truly inter-disciplinary science of consumer behavior.