Going along versus going alone: when fundamental motives facilitate strategic (non)conformity

Three experiments examined how 2 fundamental social motives--self-protection and mate attraction--influenced conformity. A self-protective goal increased conformity for both men and women. In contrast, the effects of a romantic goal depended on sex, causing women to conform more to others' preferences while engendering nonconformity in men. Men motivated to attract a mate were particularly likely to nonconform when (a) nonconformity made them unique (but not merely a member of a small minority) and when (b) the topic was subjective versus objective, meaning that nonconformists could not be revealed to be incorrect. These findings fit with a functional evolutionary model of motivation and behavior, and they indicate that fundamental motives such as self-protection and mate attraction can stimulate specific forms of conformity or nonconformity for strategic self-presentation.     

基础社会动机与社会心理服务体系建设

基础社会动机体系, 是人类为实现生存繁衍的终极目标, 管理社会生活中的威胁、挑战与机会, 形成的一套激发、调控行为的内在动力, 从进化心理的角度提出了人们社会生活中的核心需求与动机。众多研究显示, 它不仅对社会行为有广泛影响, 而且当激活条件持续存在时, 会持续影响个体及一定区域人群的心理和行为。因此, 基础社会动机可以成为评估社会经济秩序稳定性及获得感、幸福感、安全感的重要心理指标。目前国内有关研究尚少。未来研究应以基础社会动机为切入点, 探索社会心理服务体系建设的基础心理需求指标体系, 探寻我国文化背景下基础社会动机与社会经济行为、社会生态环境的相互作用, 为社会治理相关政策的制定提供心理学依据。     

Evolution and human motivation: A fundamental motives framework

An evolutionary perspective on human motivation provides a means of identifying conceptually distinct motivational systems (including motives pertaining to self‐protection, disease avoidance, affiliation, status, mate acquisition, mate retention, and parental care), each of which has unique implications for affect, cognition, and behavior. We provide an illustrative summary of some of these empirically documented implications—including those pertaining to individual differences in chronic motivational tendencies, as well as additional implications that follow from temporary activation of these motivational systems. We also summarize a variety of broader implications—both conceptual and practical—that follow from this framework.     

Identifying and explaining apparent universal sex differences in cognition and behavior

With growing recognition that there are universal sex differences in cognition and behavior, four theories have been proposed to account for these differences: the founder effect theory, the social structuralist theory, the evolutionary theory, and the evolutionary neuroandrogenic (ENA) theory. The latter of these theories is described in considerable detail as offering an explanation for most of 65 recently identified apparent universal sex differences (AUSDs) in cognition and behavior. Regarding “ultimate causes” (why), ENA theory asserts that (a) evolutionary-genetic factors incline females to bias their mate choices toward males who are loyal and competent provisioners of resources and (b) males are merely a genetic variant on the female sex selected for responding to female mating biases. In terms of “proximate causes” (how), the theory maintains that high exposure to androgens has evolved to alter the male brain functioning in two specific ways relative to most female brains: (a) suboptimal arousal and (b) a rightward shift in neocortical functioning. These two functional patterns are described and hypothesized to incline males and females to learn differently in many respects. The most fundamental differences involve males learning ways of either complying with or circumventing female mate preferences. Numerous universal sex differences in cognition and behavior are hypothesized to result from these evolved neurohormonal factors, including most of the 65 AUSDs herein summarized in seven categorical tables.     

Boosting beauty in an economic decline: mating, spending, and the lipstick effect

Although consumer spending typically declines in economic recessions, some observers have noted that recessions appear to increase women's spending on beauty products--the so-called lipstick effect. Using both historical spending data and rigorous experiments, the authors examine how and why economic recessions influence women's consumer behavior. Findings revealed that recessionary cues--whether naturally occurring or experimentally primed--decreased desire for most products (e.g., electronics, household items). However, these cues consistently increased women's desire for products that increase attractiveness to mates--the first experimental demonstration of the lipstick effect. Additional studies show that this effect is driven by women's desire to attract mates with resources and depends on the perceived mate attraction function served by these products. In addition to showing how and why economic recessions influence women's desire for beauty products, this research provides novel insights into women's mating psychology, consumer behavior, and the relationship between the two.     

Social Influence on consumer decisions: Motives,modes, and consequences

Research on consumer decision making has long recognized the influence of others. In this comment on Simpson, Griskevicius, and Rothman (this issue), we agree with them that consumer decisions are best understood in the social contexts in which these decisions are made. We explain how research on consumer social influence incorporates social motives, and we trace the effects of these motives on consumers’ information processing and their purchase and consumption decisions.     

The object of my protection: Shielding fundamental motives from the implicit motivational influence of others

Goal shielding theory suggests that one's focal pursuits automatically inhibit the activation of interfering goals (Shah, Friedman, & Kruglanski, 2002); however, it is not entirely clear how individuals come to identify what constitutes “interfering”. Three studies examine how this identification process may be guided by fundamental social motives that individuals possess, particularly in social situations wherein goals are primed through mere exposure to others' goal-directed behavior (“goal contagion”, Aarts, Gollwitzer, & Hassin, 2004). Participants' fundamental motives for positive self-regard (Study 1), autonomy (Study 2), and distinctiveness (Study 3) were either manipulated or measured and participants read scenarios that manipulated the goal-directed behavior of a target other. Results indicated that participants inhibited the activation of goals being primed by others when the implicit influence interfered with their fundamental motives in some way. These findings suggest that fundamental motives can guide whether individuals will catch goals from others or shield themselves from such influences.     

Evolution and relationships: A call for integration

In this introduction to the special issue on evolutionary approaches to relationships, we first review some of the major theories and milestones that have shaped and informed modern evolutionary thinking. In doing so, we discuss some of the major evolutionary theories that are most relevant to interpersonal relationships, and we describe how these theories are structurally linked. We then discuss the importance of theorizing about and studying phenomena from multiple levels of explanation–ultimate, ontogenetic, and proximate. Several misconceptions that continue to plague evolutionary psychology are then discussed, and we suggest ways in which evolutionary psychologists have unwittingly created, perpetuated, or sometimes exacerbated certain misconceptions. We conclude that the science of relationships could benefit from an infusion of more evolutionary thinking, and we propose that evolutionary psychology could benefit by having more relationship researchers.     

Consumer decisions in relationships

Most research on consumer choice assumes that decisions are usually made by individuals, and that these decisions are based on an individual's personal attitudes, beliefs, and preferences. Yet, much consumer behavior—from joint decisions to individual choices—is directly or indirectly shaped by people with whom we have some relationship. In this target article, we examine how each member in a relationship can affect how consumer decisions are made. After reviewing foundational work in the area, we introduce a powerful and statistically sophisticated methodology to study decisions within relationships—a dyadic framework of decision-making. We then discuss how the study of consumer decisions in relationships can be informed by different theories in the relationships field, including attachment, interdependence, social power, communal/exchange orientations, relationship norms, and evolutionary principles. By building on the seminal foundations of prior joint-decision making research with theories and methods from contemporary relationship science, we hope to facilitate the integration of the consumer and relationships literature to better understand and generate novel hypotheses about consumer decisions in relationships.     

Core social motives explain responses to collective action issues

Managing collective action issues such as pandemics and climate change requires major social and behavioral change. Dominant approaches to addressing these issues center around information provision and financial incentives to shift behavior, yet, these approaches are rarely effective without integrating insights from psychological research on motivation. By accurately characterizing human motives, social scientists can identify when and why individuals engage, and facilitate behavior change and public engagement. Here, we use the core social motives model to sort social psychological theories into five fundamental social motives: to Belong, Understand, Control, self-Enhance, and Trust. We explain how each motive can improve or worsen collective action issues, and how this framework can be further developed towards a comprehensive social psychological perspective to collective action issues.     

Goal-Driven Cognition and Functional Behavior: The Fundamental-Motives Framework

Fundamental motives have direct implications for evolutionary fitness and orchestrate attention, memory, and social inference in functionally specific ways. Motivational states linked to self-protection and mating offer illustrative examples. When self-protective motives are aroused, people show enhanced attention to, and memory for, angry male strangers; they also perceive out-group members as especially dangerous. In contrast, when mating motives are aroused, men show enhanced attention to and memory for attractive members of the opposite sex; mating motives also lead men (but not women) to perceive sexual arousal in attractive members of the opposite sex. There are further functionally specific consequences for social behavior. For example, self-protective motives increase conformity among both men and women, whereas mating motives lead men (but not women) to engage in anticonformist behavior. Other motivational systems trigger different adaptive patterns of cognitive and behavioral responses. This body of research illustrates the highly specific consequences of fitness-relevant motivational states for cognition and behavior, and highlights the value of studying human motivation and cognition within an evolutionary framework.     

Effects of consumer motives on search behavior using internet advertising.

Past studies on uses and gratifications theory suggested that consumer motives affect how they will use media and media contents. Recent advertising research has extended the theory to study the use of Internet advertising. The current study explores the effects of consumer motives on their search behavior using Internet advertising. The study employed a 2 by 2 between-subjects factorial experiment design. A total of 120 subjects were assigned to an experiment condition that contains an Internet advertisement varying by advertising appeals (i.e., rational vs. emotional) and product involvement levels (high vs. low). Consumer search behavior (measured by the depth, breadth, total amount of search), demographics, and motives were collected by post-experiment questionnaires. Because all three dependent variables measuring search behavior were conceptually related to each other, MANCOVA procedures were employed to examine the moderating effects of consumer motives on the dependent variables in four product involvement-advertising appeal conditions. Results indicated that main effects for product involvements and advertising appeals were statistically significant. Univariate ANOVA also showed that advertising appeals and product involvement levels influenced the total amount of search. Three-way interactions among advertising appeals, product involvement levels, and information motive were also statistically significant. Implications and future research directions are discussed.     

The role of exploratory buying behavior tendencies in choices made for others

We examine whether the consumer trait of exploratory buying behavior tendencies (EBBT; Baumgartner, H., and Steenkamp, J.E.M. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13, 121–137.) can influence even choices made for others. The results of three experiments in a gift-giving context show that high (vs. low) EBBT individuals have greater salience of hedonic search motives and consequently form more diverse consideration sets while purchasing a gift. Further, when working with a specific gift budget, high EBBT consumers are more likely to diversify their gift choices by buying a greater number of relatively lower-priced gift items. We also find that the effects of the EBBT trait are significantly attenuated when the regulatory focus of the person making the gift decision is one of prevention rather than promotion. Discussion focuses on implications and future research directions regarding the relationship between exploratory buying behavior tendencies and consumer decision-making.     

Jealousy,Infidelity, and the Difficulty of Diagnosing Pathology: A CBT Approach to Coping with Sexual Betrayal and the Green-Eyed Monster

Humans have evolved adaptations for infidelity, as well defenses against a partner’s betrayal—centrally the emotion of jealousy. Both create problems that bring couples to therapy. Diagnosing jealousy as pathological versus normal turns out to be difficult, in part because infidelity has evolved to be concealed from the betrayed mate, which creates a signal detection problem. Because missing an infidelity committed by a mate has been more costly in evolutionary currencies than falsely suspecting a partner of cheating, selection has created an error management cognitive bias to over-infer a partner’s betrayal. Moreover, adaptations for jealousy become activated by predictors of infidelity, such as mate value discrepancies, when no actual infidelities have occurred. Cognitive-behavior therapy (CBT) offers several ways to deal with these complexities. One way is to highlight potential mismatches, distinguishing between jealous emotions that were functional in ancestral environments but are less so in modern environments. A second is to distinguish between the goal of personal well-being and reproductive outcomes. Understanding the evolutionary logic of jealousy, in short, provides patients with conceptual tools for cognitively reframing jealousy and infidelity.     

Conspicuous consumption versus utilitarian ideals: How different levels of power shape consumer behavior

The present work examines how experiencing high versus low power creates qualitatively distinct psychological motives that produce unique consumption patterns. Based on accumulating evidence that states of power increase focus on one’s own internal desires, we propose that high power will lead to a greater preference for products that are viewed as offering utility (e.g., performance, quality) to the individual. In contrast, extending past research showing that powerlessness fosters a compensatory motive to restore power; we demonstrate that the powerless prefer visible or conspicuous consumption that signals status to others. Regardless of whether high and low power were measured, episodically primed, or structurally manipulated, and regardless of how consumption patterns were measured (e.g., purchasing intentions, consumer attitudes, or creation of one’s own advertising slogan), five experiments support a parsimonious model for how different levels of power impact consumer behavior. Given the pervasiveness of everyday fluctuations in power, and the governing role of consumption in everyday life, these findings have potentially broad implications, from tailored advertising to different market segments to understanding the rise in consumer debt.     

Oral sex as mate retention behavior

Men perform “mate retention” behaviors to reduce the likelihood of their partner’s infidelity. One mate retention strategy men use is to increase their partner’s relationship satisfaction by provisioning her with benefits. We recruited 351 men to investigate whether men perform oral sex on their partner as part of a broader benefit-provisioning mate retention strategy. In support of the predictions, men who reported performing more mate retention behaviors, in general, and more benefit-provisioning mate retention behaviors, in particular, also reported greater interest in and spent more time performing oral sex on their partner. We present limitations of the research and discuss the benefits of an evolutionary perspective for investigating oral sex as a mate retention behavior.     

君子不夺人所好？择偶动机启动下的男性择偶复制

考察择偶动机启动下男女的择偶复制发生情况,及目标面孔吸引力对男性择偶复制的调节作用。结果：(1)女性易发生择偶复制;(2)男性的择偶复制会受择偶动机启动的影响,但这种影响仅限于目标面孔吸引力处于中、低水平时。结论：男性在特定情景中可发生择偶复制,这是更为复杂的、经多种信息评估的结果。     

On the wisdom and utility of (under)sociality: A consumer psychology perspective

Kumar and Epley (2023) review robust evidence for an intriguing hypothesis: That people fail to appreciate the benefits of everyday social behaviors and thus hesitate to connect with others in ways that would increase well-being. In this commentary, we discuss how consumer research can enrich theory and application in this emerging line of inquiry. We suggest (a) that the hedonic implications of undersociality can be integrated with reputational signaling insights to generate new questions about the wisdom and utility of social behavior, and (b) that undersociality has interesting implications for a consumption domain of particular interest to maximizing welfare: charitable giving.     

Adult Attachment and Heterosexual College Women’s Hookup Behaviors: Mediating Effects of Sexual Motives

We investigated sexual motives as mediators of the relationships between adult attachment orientations and women’s casual sexual behavior. Female heterosexual undergraduates (N = 221) provided self-report data on multiple attachment orientations underlying attachment styles, sexual motives, and hookup behavior. Proximity-seeking (i.e., turning toward others to share experiences and in times of need) and self-reliance (i.e., preferring not to ask for help or to depend on others) were both associated with number of hookup partners. Sexual motives mediated some of these relationships. Intimacy motives explained how proximity-seeking positively related to hookup behavior, whereas enhancement motives explained how self-reliance negatively related to hookup behavior. These results suggest that attachment orientations associated with both secure and insecure attachment styles predict women’s casual sexual behavior through different sexual motives. These results also suggest that women’s casual sexual encounters do not necessarily reflect insecurity, dysfunction, psychopathology, or maladaptation. To promote healthy hookup behaviors among women, both emotional as well as sexual needs associated with different attachment orientations should be considered.