Evolutionary psychology is not the only productive evolutionary approach to understanding consumer behavior

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.     

Evolutionary psychology and consumer behavior: A constructive critique

We examine the theoretical basis for the evolutionary narrative common to the target papers by Saad (this issue) and by Griskevicius and Kenrick (this issue) and identify areas of controversy that have sparked debate about evolutionary psychology [EP] among biologists and behavioral ecologists. The two main areas of disagreement are over (1) the role of genetic adaptations resulting from natural selection in ancient times compared to other forces leading to current behavior; and (2) the likelihood that evolution resulted in a set of highly specialized mental modules or information-processing circuits thought to be instrumental in determining present-day behavior. We review the EP research discussed by the authors of the target papers as a means of evaluating the evidence in support of the theory and of suggesting future directions of research.     

Fundamental motives: How evolutionary needs influence consumer behavior

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) keeping a mate, and (7) caring for family. We discuss how, why, and when these motives influence behavior, highlighting that many consumer choices ultimately function to help fulfill one or more of these evolutionary needs. An important implication of this framework is that a person's preferences, behaviors, and decision processes change in predictable ways depending on which fundamental motive is currently active. We discuss how consideration of evolutionary motives provides fertile ground for future consumer research, while also helping build bridges between consumer behavior, evolutionary biology, and other social sciences.     

Self-monitoring and consumer psychology

Research on the relations between self-monitoring differences and two important areas of consumer behavior, reactions to specific advertising approaches and product evaluation strategies, is reviewed and evaluated. First, research on the responsiveness of high and low self-monitors to image-oriented and product-quality-based advertising attempts is addressed. Although findings generally indicate that high self-monitors are more responsive to image-oriented ads and that low self-monitors are more responsive to quality-based appeals, these results have not been robust. Possible reasons for this inconsistency are explored. Second, research on the means by which high and low self-monitors evaluate consumer products is examined. Findings suggest that when judging product quality, low self-monitors tend to rely on product performance and high self-monitors more likely use the product's image-enhancing capabilities. Additionally, research indicates that self-image/product-image congruency is generally a more important concern for low self-monitors, but high and low self-monitors' differential reliance on this congruency might be moderated by the situations in which the product is typically used. Additional possible delimiting conditions of these general findings are discussed.     

Systematic behavior research for understanding consumer decision making

This study incorporates means—end chain (MEC) theory and dynamic programming for understanding the implications of consumer decision making. The conceptual framework of this study can help programmers design information systems for analyzing consumption behaviors. Such analyses will provide marketers with meaningful information for formulating marketing strategies. The main contributions of this article are as follows: (1) to enable researchers to obtain information for consumer cognitive hierarchies utilizing an information system, (2) to enhance the functions of traditional MEC methodology and provide an integrated method for analyzing consumption information, and (3) to construct an information system for analyzing consumer decision-making processes.     

Oversimplifying evolutionary psychology leads to explanatory gaps

Comments on Evolutionary psychology: Controversies, questions, prospects, and limitations (see record 2010-02208-001) by Confer et al. They argued that SST cannot explain the existence of either homosexuality or suicide within the human species. We contend that a sufficiently nuanced evolutionary position has no difficulties explaining either phenomenon. Also in this account, it is assumed that all psychological functioning must serve survival and reproduction. However, since evolution selects against certain qualities (it does not select for qualities, as it is commonly, but incorrectly, described), two types of qualities should remain intact for any species: (a) those that facilitate survival and reproduction and (b) those that do not impede survival and reproduction at the population level.     

Understanding the evolution of consumer psychology research: A bibliometric and network analysis

Consumer psychology is an interdisciplinary subject that ties together theories and methods from psychology, marketing, advertising, economics, sociology, and anthropology. Since the 1960s, the field of consumer psychology has been the focus of hundreds of research contributions and has emerged as a major research field. However, no study has yet provided a unified perspective on the evolution of the field. This research provides a holistic, quantitative overview of 728 papers in consumer psychology from 1960 to 2016. Utilizing a bibliometric approach and networking methods, it maps out the evolution of the research, provides a comprehensive view of the dynamics of the field, and identifies the key authors and their collaboration networks. Results show that this field has grown dramatically, especially since 2006, with research focusing on psychology, business, and social science, with themes extending to cross culture and gender difference. The findings also indicate that the field of consumer psychology is still developing and many themes remain undeveloped.     

Cultural psychology and theology: Partners in dialogue

Cultural psychology stresses the importance of the historical and socio-cultural in the formation of the self, and, in its more sophisticated versions, acknowledges the importance of embodiment, emotions and intra-psychic factors too, making it a promising dialogue partner for theology. Following a brief summary of bridging issues between psychology and theology, Benson's recent cultural psychology framework is outlined. Its relevance for theology is considered under three headings: incarnational categories, self-knowing and God-knowing, and theological method. The essay concludes with a short reflection on the self in Eucharistic space, and the limits of cultural psychological accounts.