Homo Consumericus

The Nature and Nurture of Consumption
Dr. Gad Saad is an Associate Professor of Marketing at the John Molson School of Business (Concordia University) and author of The Evolutionary Bases of Consumption. See full bio

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Evolutionary Psychology Basics

Our bodies evolved over eons, slowly calibrating to the African savanna on which 98 percent of our ancestors lived and died. So, too, did our brains. Evolutionary psychology postulates that the mind is shaped by pressure to survive and reproduce. We jealously guard romantic partners and cherish our closest relatives above all others, lest we fail to pass on our genes.

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