As is true of any scientific discipline, consumer psychology faces some challenges, many of which can be ameliorated via the use of evolutionary psychology. This includes broadening the scope of the research questions tackled as well as their interestingness; increasing the epistemological and theoretical scope of the discipline; reducing the likelihood of succumbing to the WEIRD sampling bias; decreasing methodological fixation; increasing interdisciplinarity; and augmenting the ethos of replications as well as the field's consilience via the building of consilient nomological networks of cumulative evidence. Modern‐day consumers exhibit preferences and behaviors that are vestiges of evolutionary forces that occurred long ago in deep evolutionary time. Marketing academics and practitioners alike, seeking to unlock the mysteries of what makes consumers tick, can only be enriched in recognizing that Homo consumericus is a product of the same evolutionary processes that have shaped all life forms. To deny this reality ensures that marketing knowledge will remain largely decoupled from biology, and in doing so engender at best an incomplete understanding of consumer behavior.

中文翻译：

---

通过进化镜头解决消费者心理学的罪过

就像任何科学学科一样，消费者心理学面临一些挑战，可以通过使用进化心理学来缓解许多挑战。这包括扩大解决的研究问题的范围及其有趣性；扩大该学科的认识论和理论范围；降低屈服于WEIRD采样偏差的可能性；减少方法学上的固定；越来越多的学科交叉；通过建立连续的累积证据法学网络，增强复制的精神和领域的凝聚力。现代消费者表现出的喜好和行为是很久以前在深层进化时期发生的进化力的痕迹。营销学者和从业者都一样，消费人是形成所有生命形式的相同进化过程的产物。否认这种现实可确保营销知识在很大程度上与生物学保持脱钩，并且这样做最多只会导致对消费者行为的不完全了解。