Applications of evolutionary psychology in marketing
本文向营销学者介绍进化心理学这一新兴范式，展示其在社会科学界日益被接受，并论证其在营销尤其是消费者行为中的应用，通过性别相关消费行为的例子说明如何用进化框架解释和预测消费现象。
Evolutionary psychology is an emerging paradigm in psychological science. The current article introduces this framework to marketing scholars and presents evidence for its increasing acceptance within the social science community. As a result, a case is made for the application of evolutionary psychology to marketing, and especially consumer behavior. Application of the evolutionary framework in studying gender-related consumption behavior is illustrated by comparing the evolutionary predictions with results obtained from previous studies, by supporting these predictions with market-level consumption data, and by proposing new hypotheses based on this framework. Also discussed are the potential applications of evolutionary psychology to other consumption-related phenomena like evaluation of endorser attractiveness in advertising, biologically driven consumption choices among women, consumer-experienced emotions in service encounters, and consumption choices as inclusive fitness maximization rather than utility maximization. © 2000 John Wiley & Sons, Inc.