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Homo Consumericus

The nature and nurture of consumption

Sex
Why Do Women Apply Facial Cosmetics?

Gad Saad Ph.D. on June 30, 2014

Most women apply make-up without necessarily knowing the exact biological-based signals that they seek to accentuate via this particular form of beautification. The mystery has been solved!

Most women apply make-up without necessarily knowing the exact biological-based signals that they seek to accentuate via this particular form of beautification. The mystery has been solved!

Beauty
Top-Performing Male Athletes Are Hot!

Gad Saad Ph.D. on June 16, 2014

Is part of a man’s athletic prowess inscribed on his face? Specifically, do people evaluate top-performing athletes as more attractive even when they do not know the athletes in question (and hence are unfamiliar with their performances)? Read the results of a recent study using Tour de France cyclists.

Is part of a man’s athletic prowess inscribed on his face? Specifically, do people evaluate top-performing athletes as more attractive even when they do not know the athletes in question (and hence are unfamiliar with their performances)? Read the results of a recent study using Tour de France cyclists.

Sex
Rihanna versus TLC

Gad Saad Ph.D. on June 8, 2014

The two surviving members of the all-female group TLC recently publicly chastised Rihanna for her scantily clad attire and overt sexuality. This is to be expected once one understands the evolutionary roots of intra-sexual competition.

The two surviving members of the all-female group TLC recently publicly chastised Rihanna for her scantily clad attire and overt sexuality. This is to be expected once one understands the evolutionary roots of intra-sexual competition.

Pornography
Why Do Women Become Porn Actresses?

Gad Saad Ph.D. on May 29, 2014

Why do female porn actresses choose their career path? A recent study sought the answer to this question from 176 adult film performers.

Why do female porn actresses choose their career path? A recent study sought the answer to this question from 176 adult film performers.

Play
Do Babies Make Men Sexier?

Gad Saad Ph.D. on May 5, 2014

When on the campaign trail, male politicians are particularly apt to have their photos taken while holding a baby. A recent study sheds light on this practice: Men who interact with babies are construed as more desirable along several important traits.

When on the campaign trail, male politicians are particularly apt to have their photos taken while holding a baby. A recent study sheds light on this practice: Men who interact with babies are construed as more desirable along several important traits.

Bias
Donald Sterling: Do Racists Have a Right to Privacy?

Gad Saad Ph.D. on April 30, 2014

Do individuals have a right to privacy when uttering deplorable and hateful positions during a private chat? Should all individuals caught espousing racist and bigoted views during personal conversations be amenable to severe punishment?

Do individuals have a right to privacy when uttering deplorable and hateful positions during a private chat? Should all individuals caught espousing racist and bigoted views during personal conversations be amenable to severe punishment?

Mating
How Do We Choose Our Mates?

Gad Saad Ph.D. on April 23, 2014

People use a wide range of decision rules when choosing a mate. The same suitor might either be chosen or rejected as a function of how one makes the choice. Decision makers beware!

People use a wide range of decision rules when choosing a mate. The same suitor might either be chosen or rejected as a function of how one makes the choice. Decision makers beware!

Infidelity
How Your Mate Value Affects Your Responses to Infidelity

Gad Saad Ph.D. on April 19, 2014

Numerous studies have shown that men and women respond differently to the sexual or emotional infidelities of their romantic partners. Does this sex-specific effect vary as a function of an individual’s mate value?

Numerous studies have shown that men and women respond differently to the sexual or emotional infidelities of their romantic partners. Does this sex-specific effect vary as a function of an individual’s mate value?

Sex
When Evaluating Mates, Women Are More “Irrational” Than Men

Gad Saad Ph.D. on April 15, 2014

“7 out of 10 people who know this person think that this person has an attractive face” and “3 out of 10 people who know this person think that this person does not have an attractive face” are logically equivalent, and yet people end up with different evaluations depending on which version they see. Who is more likely to fall prey to this trap, men or women?

“7 out of 10 people who know this person think that this person has an attractive face” and “3 out of 10 people who know this person think that this person does not have an attractive face” are logically equivalent, and yet people end up with different evaluations depending on which version they see. Who is more likely to fall prey to this trap, men or women?

Pornography
Obama Got Re-elected, Time for Some Porn!

Gad Saad Ph.D. on March 28, 2014

Want to get your man to be in the mood for love? Make sure that the next time that you seek to seduce him, his favorite sports team or favorite politician has won. That will get him going…along with your beauty of course!

Want to get your man to be in the mood for love? Make sure that the next time that you seek to seduce him, his favorite sports team or favorite politician has won. That will get him going…along with your beauty of course!

Spirituality
Belief in God Across Academic Disciplines

Gad Saad Ph.D. on March 14, 2014

When it comes to religious beliefs, the two extreme points are either absolute certainty that God exists versus absolute certainty that He does not. What are the percentages of academics that fall in each category, and does the ratio of full non-belief to full belief vary across scientific disciplines?

When it comes to religious beliefs, the two extreme points are either absolute certainty that God exists versus absolute certainty that He does not. What are the percentages of academics that fall in each category, and does the ratio of full non-belief to full belief vary across scientific disciplines?

Jealousy
It Was Only Lunch: Don’t Get So Jealous!

Gad Saad Ph.D. on February 5, 2014

Suppose that your current mate were to communicate with his/her ex-partner in one of several ways (e.g., email communiqué, phone chat, coffee get together, meal get together). Which is the one most likely to induce jealousy in you? Read on for a recent study that tackled this exact issue.

Suppose that your current mate were to communicate with his/her ex-partner in one of several ways (e.g., email communiqué, phone chat, coffee get together, meal get together). Which is the one most likely to induce jealousy in you? Read on for a recent study that tackled this exact issue.

Guilt
Analysis of Death Row Inmates' Last Meals and Last Words

Gad Saad Ph.D. on January 24, 2014

The infamous last meal is an integral element of a death row inmate’s imminent execution. Two Cornell scientists conducted a content analysis of last meal requests and linked these to the inmates’ self-ascribed guilt status. Fascinating albeit morbid topic to study!

The infamous last meal is an integral element of a death row inmate’s imminent execution. Two Cornell scientists conducted a content analysis of last meal requests and linked these to the inmates’ self-ascribed guilt status. Fascinating albeit morbid topic to study!

Health
Men’s Erections as Peacock Tails

Gad Saad Ph.D. on January 14, 2014

Much information can be gleaned about a man’s health based on the quality of his erections. As such, erections serve as an honest signal of a man’s physical as well as mental wellbeing not unlike the role that a peacock’s tail serves in communicating a suitor’s quality to admiring hens.

Much information can be gleaned about a man’s health based on the quality of his erections. As such, erections serve as an honest signal of a man’s physical as well as mental wellbeing not unlike the role that a peacock’s tail serves in communicating a suitor’s quality to admiring hens.

Cognition
On the Follies of the Politically Correct Language Police

Gad Saad Ph.D. on December 30, 2013

Hey, doctor: Don’t you dare use the Body Mass Index chart to categorize me as obese. I am a differently weighted individual. Please use the proper hurt-free terms that celebrate and honor my alternative to six-pack abs albeit equally beautiful soft tissue around my belly.

Hey, doctor: Don’t you dare use the Body Mass Index chart to categorize me as obese. I am a differently weighted individual. Please use the proper hurt-free terms that celebrate and honor my alternative to six-pack abs albeit equally beautiful soft tissue around my belly.

Suicide
Greatest Likelihood of Dying is at Christmas and New Year’s

Gad Saad Ph.D. on December 23, 2013

A recent study analyzed 57,000,000+ death certificates from the United States covering the period 1979 to 2004. The objective was to gauge whether individuals were more likely to die around Christmas Day and New Year’s Day. Wishing everyone a safe holiday season!

A recent study analyzed 57,000,000+ death certificates from the United States covering the period 1979 to 2004. The objective was to gauge whether individuals were more likely to die around Christmas Day and New Year’s Day. Wishing everyone a safe holiday season!

Relationships
On the “Wonders” of Astrology: You Will Find Love Soon

Gad Saad Ph.D. on December 19, 2013

Why do so many people believe in the supposed powers of astrology? The answer is to be found in the intoxicating pull of the Barnum effect, namely, the ability to take general and vague statements and personalize them to one’s idiosyncratic reality. But then again, what do I know? I am a Libra.

Why do so many people believe in the supposed powers of astrology? The answer is to be found in the intoxicating pull of the Barnum effect, namely, the ability to take general and vague statements and personalize them to one’s idiosyncratic reality. But then again, what do I know? I am a Libra.

Relationships
Women’s Breasts: Female Insecurity But Male Satisfaction

Gad Saad Ph.D. on December 15, 2013

Most people harbor insecurities about specific body parts. While many men are worried about the size of their penis, the majority of women are concerned about the size and shape of their breasts. Are these body image apprehensions warranted?

Most people harbor insecurities about specific body parts. While many men are worried about the size of their penis, the majority of women are concerned about the size and shape of their breasts. Are these body image apprehensions warranted?

Child Development
The Nonsense and Pretense of Coffee and Wine Descriptors

Gad Saad Ph.D. on December 9, 2013

Why do people use nonsensical words to describe foods and drinks? Can a coffee be round and not angular? What does it mean when a wine is austere, animalistic, and yet precocious? It means nothing. It’s nonsensical affectations meant to demonstrate fake sophistication.

Why do people use nonsensical words to describe foods and drinks? Can a coffee be round and not angular? What does it mean when a wine is austere, animalistic, and yet precocious? It means nothing. It’s nonsensical affectations meant to demonstrate fake sophistication.