Evolution and consumer behavior

Kristina M. Durante, Vladas Griskevicius

Research output: Contribution to journalReview articlepeer-review

21 Scopus citations


An evolutionary theoretical approach considers the adaptive function of behavior. This article discusses what it means to use an evolutionary approach to generate predictions, and discusses two specific evolutionarily informed theories that have uncovered novel insights into consumer behavior. First, the fundamental motives framework highlights the social challenges faced by our ancestors (e.g., finding mates, avoiding disease) that continue to influence modern consumers in specific and often contradictory ways. Second, the ovulatory shift hypothesis highlights that women experience an increase in mating motivation near ovulation (e.g., increased desire to attract men and outcompete rival women) that has important implications for consumers. An evolution-informed approach can generate new insights about consumer behavior.

Original languageEnglish (US)
Pages (from-to)27-32
Number of pages6
JournalCurrent Opinion in Psychology
StatePublished - Aug 1 2016

Bibliographical note

Publisher Copyright:
© 2015 Elsevier Ltd.


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