About the book
Gad Saad, who founded the field known as evolutionary consumption, argues that alongside culture, evolved biological forces strongly shape what people consume. He maps most consumer behavior onto four Darwinian drives: reproduction, seen in products used as sexual signals; survival, seen in a taste for high-calorie food; kin selection, seen in gifts exchanged within families; and reciprocal altruism, seen in gifts to close friends. Saad applies this lens to food, cosmetics and clothing, and to art, music and religion as cultural products. He also points to parallel behaviors in a wide range of animals. Marketers, advertisers and anyone curious about the biology of human behavior are the readers he has in mind.
Seth Godin put it on his fall 2011 reading list, saying it explains both how to get people to buy more and why people buy as much as they do.
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This book has 1 recommendation
Seth Godin (Author & Entrepreneur)
If you're trying to get people to buy more stuff, this book will show you how. If you're trying to understand why you buy so much stuff, this book will show you how as well. Good stuff on every page.
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Sources
- Reading list, fall 2011