The Consuming Instinct: What Juicy Burgers, Ferraris, Pornography, and Gift Giving Reveal About Human Nature

Amazon.com Price: $25.00 (as of 01/05/2019 17:36 PST- Details)

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Description

In this highly informative and entertaining book, the founder of the vibrant new field of evolutionary consumption illuminates the relevance of our biological heritage to our day by day lives as consumers. Whilst culture is vital, the writer shows that innate evolutionary forces deeply influence the foods we eat, the gifts we offer, the cosmetics and clothing styles we make a choice to make ourselves more attractive to potential mates, and even the cultural products that stimulate our imaginations (such as art, music, and religion).

The book demonstrates that most acts of consumption can also be mapped onto four key Darwinian drives—namely, survival (we prefer foods high in calories); reproduction (we use products as sexual signals); kin selection (we naturally exchange gifts with members of the family); and reciprocal altruism (we enjoy offering gifts to close friends). The writer further highlights the analogous behaviors that exist between human consumers and a variety of animals.

For any person interested in the biological basis of human behavior or simply in what makes consumers tick—marketing professionals, advertisers, psychology mavens, and consumers themselves—this can be a fascinating read.

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