Portions of this article are from Colarelli (2003) and Colarelli, Alampay, and Canali (2002).
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Research Article
Intuitive evolutionary perspectives in marketing practices†
Article first published online: 21 AUG 2003
DOI: 10.1002/mar.10099
Copyright © 2003 Wiley Periodicals, Inc.
Issue
1520-6793/asset/cover.gif?v=1&s=71320510dd3ee1c03a3c2b6d2e69bfd3cb62bb05 "Psychology and Marketing")
Psychology and Marketing
Special Issue: Evolutionary Psychology and Consumption
Volume 20, Issue 9, pages 837–865, September 2003
Additional Information
How to Cite
Colarelli, S. M. and Dettmann, J. R. (2003), Intuitive evolutionary perspectives in marketing practices. Psychol. Mark., 20: 837–865. doi: 10.1002/mar.10099
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Publication History
- Issue published online: 21 AUG 2003
- Article first published online: 21 AUG 2003
- Abstract
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- Cited By
Abstract
Firms spend considerable sums of money on marketing, and they continue to do so because marketing works. However, marketing can only work if marketers have a reasonably accurate view of human nature. It is argued that many consumer products and advertisements reflect an accurate view of human nature, a view that is compatible with the tenets of evolutionary psychology. Implicit theories of human nature that are out of synch with reality sell few products. An overview of an evolutionary perspective on marketing is provided here, and connections between marketing practices and evolved adaptations, including kin selection, prestige seeking, preferences for salt, sweets, and fat, and savanna-like landscapes are examined. Adaptations that differ by sex and how they are mirrored in marketing are also examined. Finally, some marketing practices that reflect evolutionary principles of variation are discussed. © 2003 Wiley Periodicals, Inc.