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.     

BEHAVIOR ANALYSIS AND ECOLOGICAL PSYCHOLOGY: PAST,PRESENT, AND FUTURE. A REVIEW OF HARRY HEFT'S ECOLOGICAL PSYCHOLOGY IN CONTEXT

Relations between behavior analysis and ecological psychology have been strained for years, notwithstanding the occasional comment on their affinities. Harry Heft's (2001) Ecological Psychology in Context provides an occasion for reviewing anew those relations and affinities. It describes the genesis of ecological psychology in James's radical empiricism; addresses Holt's neorealism and Gestalt psychology; and synthesizes Gibson's ecological psychology and Barker's ecobehavioral science as a means for understanding everyday human behavior. Although behavior analysis is excluded from this account, Heft's book warrants a review nonetheless: It describes ecological psychology in ways that are congruent and complementary with behavior analysis (e.g., nonmediational theorizing; the provinces of natural history and natural science). After introducing modern ecological psychology, I comment on (a) Heft's admirable, albeit selective, historiography; (b) his ecological psychology—past and present—as it relates to Skinner's science and system (e.g., affordances, molar behavior); (c) his misunderstandings of Skinner's behaviorism (e.g., reductionistic, mechanistic, molecular); and (d) the theoretical status of Heft's cognitive terms and talk (i.e., in ontology, epistemology, syntax). I conclude by considering the alliance and integration of ecological psychology and behavior analysis, and their implications for unifying and transforming psychology as a life science, albeit more for the future than at present.     

Atmospheric harmony in the retail environment: Its influence on store satisfaction and re‐patronage intention

To trigger positive consumer responses, retailers spend large sums of money on arousing and entertaining store environment designs that do not always produce the desired positive consumer reactions. The current research provides a theoretical framework that offers an alternate explanation for shopper preferences regarding retail environments. Drawing on consumers' need for an environment that promotes understanding, this study indicates the importance of communicating a coherent store environment to effect store satisfaction and re‐patronage intention. Harmonious store environments facilitate understanding and comprehension; they enhance information processing and pleasure judgment. One laboratory experiment and one field experiment tested the proposed research framework. Insights from evolutionary and aesthetic psychology, consumer behavior research, and the Asian practice of Feng Shui all guided the manipulation of music and aesthetic design variables to create atmospheric harmony. The findings of both studies suggest that harmonious store environments increase pleasure and positively impact shopping satisfaction and re‐patronage intent, as mediated by shopping value. These findings offer a new perspective for creating pleasant store environments. Theoretical and practical implications are discussed. Copyright © 2016 John Wiley & Sons, Ltd.     

决策风格的理论发展及建构：基于信息加工视角

决策风格是人们在决策中表现出来的习惯性或独特的行为模式, 对决策、管理等领域均有重要影响。近年兴起的决策风格理论主要基于个体信息加工策略, 如基于双加工理论和基于后悔情绪的决策风格模型等。决策风格对个体决策的影响表现在决策策略与偏差、情绪和无意识加工等方面。该领域在诸如决策风格的主要理论、测量工具和理论检验等方面亦取得积极进展, 未来研究方向应注意基于双加工理论和进化心理学建构决策风格理论。     

Construal Level Theory as an Integrative Framework for Behavioral Decision‐Making Research and Consumer Psychology

In this comment to Trope, Liberman and Makslak's lead article, I refrain from any attempt to review or recapitulate the growing body of research in social psychology in general and in consumer science in particular that is explicitly devoted to construal level theory (CLT). Rather, granting the status of CLT as a leading contemporary theory, with rich implications and applications in consumer science, I concentrate on recent phenomena in judgment and decision making for which CLT provides an implicit account. Specifically, CLT affords an integrative framework for understanding a whole variety of preference reversals—a major challenge for students of consumer behavior.     

Loneliness: Lost in the Landscape of Meaning

The present study is an examination of sex differences in the sources of annoyance that partners in close relationships might experience as a result of each other's behavior. To test hypotheses derived from S. E. Cross and L. Madson's (1997) self-construal theory and from D. M. Buss's (1989) evolutionary psychology-based model, men and women of varying ages and educational levels were asked to rate how annoyed they would be with each of 13 potentially annoying behaviors of their intimate partner. Results were consistent with self-construal theory in that relationship-threatening behaviors were more annoying to women than to men and autonomy threatening behaviors were more annoying to men than to women. Results were also consistent with evolutionary psychology in that aggressive behaviors were more annoying to women than to men and sexual withholding was relatively more annoying to men than to women. Sex differences in annoyance with relationship-threatening, autonomy-threatening, and reproductive strategy behaviors were independent of age and education level, although these factors did affect respondents' annoyance when partners were unemotional, sloppy, or pleased with their own appearance. Results showed that sources of annoyance in intimate relationships should not only be studied from an evolutionary perspective but from the perspectives of social, personality, and developmental psychology as well.     

Using the Horizontal/Vertical Distinction to Advance Insights Into Consumer Psychology

This commentary aims to build on Shavitt, Lalwani, Zhang, and Torelli's (2006) target article and extant work that demonstrates the value added by considering people's vertical or horizontal orientation. I suggest several ways by which one might attempt to advance literature concerning the horizontal/vertical distinction as well as our understanding of consumer psychology. In particular, I offer ideas about how pertinent methodological concerns might be addressed, how this stream of work may help predict certain consumer activities or interests, and some ways by which this body of literature can be applied to other domains of inquiry. Hopefully, such ideas and suggestions will prompt further inquiry into this fertile area of research.     

Sexual Strategies Theory: Built for the Short Term or the Long Term?

The evolutionary paradigm has provided psychology with a different perspective on human behavior, and with beneficial results. Sexual Strategies Theory (SST; Buss and Schmitt 1993) has been the primary evolutionary theory for studying human sexual behavior. A review of some SST-related research suggests that some of the paradigm??s anticipated female-male differences are supported. However, closer examination of this research also reveals substantial female-male similarities in sexual behavior, inconsistent or unclear definitions of several important SST concepts, and the functional omission of several important topics from the SST research agenda. Further, male-female differences in sexuality may be driven by a subset of males. Directions for future research are suggested, including greater attention to individual and contextual factors.     

The seven sins of consumer psychology

Consumer psychology faces serious issues of internal and external relevance. Most of these issues originate in seven fundamental problems with the way consumer psychologists plan and conduct their research—problems that could be called “the seven sins of consumer psychology.” These seven “sins” are (1) a narrow conception of the scope of consumer behavior research; (2) adoption of a narrow set of theoretical lenses; (3) adherence to a narrow epistemology of consumer research; (4) an almost exclusive emphasis on psychological processes as opposed to psychological content; (5) a strong tendency to overgeneralize from finite empirical results, both as authors and as reviewers; (6) a predisposition to design studies based on methodological convenience rather than on substantive considerations; and (7) a pervasive confusion between “theories of studies” and studies of theories. Addressing these problems (“atoning for these sins”) would greatly enhance the relevance of the field. However, this may require a substantial rebalancing of the field's incentives to reward actual research impact rather than sheer number of publications in major journals.     

Is creativity a Darwinian process?

In 1960, the psychologist Donald Campbell advanced a Darwinian model of how new knowledge comes into being. This would later come to be known as “evolutionary epistemology”;. For some psychologists and historians of science interested in creativity in science and technology, the Darwinian perspective was irresistible. Thus, in 1988, the psychologist Dean Keith Simonton proposed a Darwinian model of the psychology of scientific discovery by refining Campbell's model. Recently, in 1999, Simonton has devoted an entire book to “Darwinian Perspectives on Creativity.”; In this article, I challenge the Darwinian perspective by examining three episodes taken from the histories of natural science, technology and art, respectively.     

Another serious misunderstanding: Jung,Giegerich and a premature requiem

Barreto's paper, ‘Requiem for analytical psychology’ utilized Jung's dreams and visions to argue for the obsolescence of Jungian psychology. Its thesis rested upon the theoretical assumptions of Giegerich's psychology as a Discipline of Interiority, which he and Giegerich claim are themselves based in Jung's psychology. Here I argue that that claim is misplaced because it depends upon a fundamental misunderstanding of the nature of Jung's psychological project. I shall further argue that Giegerich's arguments for a Jungian basis to his psychology rely upon misreadings and decontextualisations of Jung's original texts. Finally, I shall attempt to draw attention to the weaknesses and contradictions involved in Barreto's interpretations of Jung's dreams and visions.     

解释心理起源的新理论范式——进化心理学

进化心理学旨在通过进化的心理机制来解释人类行为的适应性,是解释人类心理起源和本质的一种新兴理论范式。该文首先简要分析了进化心理学的诞生背景;其次介绍了该理论的研究内容,其中重点阐述了进化的心理机制的适应性和领域特异性;然后评述了该理论对认知科学、发展心理学和消费者行为学的积极影响;最后对该理论的局限性与发展前景进行了小结。     

Fons et Origo:A Darwinian View of Selfobject Theory and the Arts

Four important themes in self psychology as developed by Heinz Kohut are remarkably congruent with current theoretical constructs in the field of evolutionary (Darwinian) psychology: (1) the concept of narcissism, (2) the claim for the innate human capacity for empathy, (3) the recognition of the importance of group cohesion, and (4) the belief that individual psychological distress is produced by a changed environment rather than a dysfunctional self. By recasting Kohut's themes in a Darwinian framework and interpreting them with personal views of the phylogenetic origin and nature of the arts (Dissanayake, 2000), I describe and make clear the central importance of art experience to the developing selfobject relationship as well as to the evolution of the human species.     

Entrepreneurs and evolutionary biology: The relationship between testosterone and new venture creation

Biological evolutionary processes select for heritable behaviors providing a survival and reproductive advantage. Accordingly, how we behave is, at least in part, affected by the evolutionary history of our species. This research uses evolutionary psychology as the theoretical perspective for exploring the relationship between a heritable biological characteristic (testosterone level) and an important business behavior (new venture creation). Data were collected from 31 MBA students with significant prior involvement in new venture creation and from 79 other student subjects with no new venture start-up experience. Consistent with evolutionary psychological theory, the biological (testosterone level) effect upon behavior (new venture creation) is partially mediated by the psychological (risk propensity).     

国外关于进化心理学的研究

进化心理学是近年在西方心理学中出现的一种新的研究取向,目前仍没有一个明确的概念和系统的理论。其基本主张是：过去是理解心理机制的关键;功能分析是理解心理机制的主要途径;心理机制是在解决问题的过程中演化形成的模块性是心理机制整体组织的特性;人的行为是心理机制和环境互动作用的结果。进化心理学从诞生之日起,就引起了各种各样的争议,赞成者认为：①心理学会成为更多的达尔文主义的理论建构;②进化心理学将使心理学走向统一;③进化心理学向传统社会科学提出了挑战。反对者认为：①进化心理学是一种不成熟的科学;②进化心理学是一种貌似科学的研究取向。     

An Integral Psychology Response to Helminiak's (2001) “Treating Spiritual Issues in Secular Psychotherapy”

This article is a response to D. A. Helminiak's (2001) “Treating Spiritual Issues in Secular Psychotherapy” from the perspective of K. Wilber's integral psychology. The article consists of 3 sections: (a) a selective summary of integral psychology, including the perennial philosophy, 10 levels of development, lines of development, temporary states, types of orientations, the self, and the 4 quadrants; (b) various conceptual issues; and (c) usefulness to mental health practitioners (MHPs). Although D. A. Helminiak's endeavor to formulate a clear and functional definition of spirituality is commended, his claim of novelty is shown to be unwarranted. It is argued that K. Wilber's integral model is more comprehensive, clear, coherent, and helpful to MHPs.     

To(o) Queer the Analyst: Lesbiana,Junguiana and Sudamericana. Towards Woven Onto-Epistemologies1

This is a two-part paper: in the first one, a personal story serves as a conceptual prism through which I address the issue of how a queer analyst can be a problem for analytical psychology; in the second, I present some readings and images—mostly from decolonial feminisms—that have been of interest to me lately in my path to queer Jungian psychology, that is, to de-essentialize and de-individualize its theory and practice. By borrowing (and altering) the title from Gloria Anzaldúa's (1991/2009a) essay “To(o) queer the writer”, this paper explores some themes she has elaborated there on solidarity, theorization and ways of writing and reading from othered points of view. In dialogue with Donna Haraway's (2016) Staying with the Trouble and Ursula K. Le Guin's (1989/2000) The Carrier Bag Theory of Fiction, together with the imagery of bags, weaving and string figures game, this paper aims to explore the potential of what I have called “woven onto-epistemologies”. By imagining and developing this new condition of knowledge, other stories and theories in analytical psychology may have an opportunity to be told.     

Do scientific theories affect men's evaluations of sex crimes?

Evolutionary psychology accounts of gender differences in sexual behaviors in general and men's sexual aggression, in particular, has been criticized for legitimizing males' sexual misconduct. To empirically assess such critiques, two studies examined how men's judgments of male sex crimes (solicitation of sex from a prostitute; rape) are influenced by exposure to (a) evolutionary psychological theories and (b) social‐constructivist theories. Across two studies, a consistent pattern emerged compared with a control condition (a) exposure to evolutionary psychology theories had no observable impact on male judgments of men's criminal sexual behavior, whereas (b) exposure to social‐constructivist theories did affect judgments, leading men to evaluate sex crimes more harshly. Additional results (from Study 2) indicate that this effect is mediated by perceptions of male control over sexual urges. These results have implications for journalists, educators, and scientists. Aggr. Behav. 37:440–449, 2011. © 2011 Wiley‐Liss, Inc.     

进化心理学视角下经济压力对女性择偶偏好影响研究

摘 要 择偶是婚姻过程中一个非常重要的环节,女性择偶是近年来研究的热门话题。本研究从进化心理学的择偶理论出发,研究女性在经济压力之下的择偶偏好。研究用实验的方法,结果表明（1）女性在经济压力之下,更青睐具有“好资源”的男性（2）对照组女性在外显测量的情况下往往表示更喜欢男性的“好爸爸”特质,而在阈下测量时,无论哪一组的女性都更重视男性的社会经济地位。研究结果表明,女性择偶时普遍更重视资源线索,在经济压力之下,这种择偶偏好更加明显。     

The effect of conspicuous consumption on men’s testosterone levels

Using evolutionary psychology as a theoretical framework, it is argued that conspicuous consumption serves as a means by which men communicate their social status to prospective mates. Accordingly, men’s endocrinological responses, particularly their testosterone levels, are responsive to fluctuations in their status as triggered by acts of conspicuous consumption. Study 1 reports that men’s testosterone levels increased and decreased partially (directionally), after driving an expensive sports car and an old family sedan, respectively. Additionally, the location of the drive, either a busy downtown area or a semi-deserted highway, partially moderated this response. Study 2 demonstrates that when men’s social status was threatened by the wealth displays of a male confederate in the presence of a female moderator, their testosterone levels increased. This is suggestive of an evolved mechanism for responding to intra-sexual challenges. Collectively, these constitute the first set of studies to measure hormonal outcomes in consumer behavior.