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The marketing of evolutionary psychology

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  • Saad, Gad

Abstract

The marketing function extends beyond the realm of goods and services. Scientific ideas must also be properly marketed using appropriate persuasion strategies. Evolutionary psychology suffers from an image problem amongst marketing scholars, many of whom remain uninterested at best and hostile at worst in applying the evolutionary lens within their research programs. This is in part due to a poor understanding of key tenets of evolutionary psychology coupled with an animus toward the framework rooted in several recurring cognitive and affective hindrances. The reality is that innumerable theoretical, epistemological, methodological, and applied benefits would accrue to marketing academics and practitioners alike by adopting the evolutionary framework within the science and practice of marketing.

Suggested Citation

  • Saad, Gad, 2020. "The marketing of evolutionary psychology," Journal of Business Research, Elsevier, vol. 120(C), pages 485-491.
    • Handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:485-491
    DOI: 10.1016/j.jbusres.2019.03.048
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    References listed on IDEAS

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    Cited by:

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    2. López-Rodríguez, Campo Elías & Sandoval-Escobar, Marithza, 2022. "Tendencias de investigación en branding enfocadas al adulto mayor: análisis bibliométrico y revisión sistemática de la literatura [Trends in branding research focused on the elderly: bibliometric a," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 34(1), pages 305-327, December.
    3. Junwei Yu & Olivier Droulers & Sophie Lacoste-Badie, 2022. "Why display motion on packaging? The effect of implied motion on consumer behavior," Post-Print hal-03512772, HAL.

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