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Evolutionary psychology in marketing: Deep, debated, but fancier with fieldwork
Psychology and Marketing ( IF 5.507 ) Pub Date : 2021-01-25 , DOI: 10.1002/mar.21453
Tobias Otterbring 1
Affiliation  

This guest editorial starts with an introduction of evolutionary psychology (EP) in the marketing domain and delineates some of the building blocks of EP, both generally and when applied to consumer research. While EP is a debated discipline among marketing scholars, with some praising its presence and others perceiving it as patriarchal, politically incorrect, and problematic, a central tenet of this metaframework is a focus on deep‐rooted, ultimate explanations for human behavior. Marketing scholars have traditionally focused on proximate “how” and “what” questions, which are indeed important to address. However, unlike such proximate questions, EP strives to capture the ultimate “why” reasons behind our purchases and product preferences in terms of which adaptive functions they may have in giving us an evolutionary advantage. Having highlighted and exemplified this proximate‐ultimate distinction, I then present each state‐of‐the‐art paper included in this special issue. All special issue articles use a variety of EP arguments and theories to elucidate several consumption‐relevant phenomena with implications for marketing theory and practice. In closing, I provide a set of suggestions for future EP‐based consumer research, meant to make this field flourish further.

中文翻译:

市场营销中的进化心理学:深入,有争议,但对实地调查更感兴趣

这篇客座社论首先介绍了营销领域的进化心理学(EP),并概述了EP的一些基本组成部分,无论是一般情况还是应用于消费者研究。EP在市场营销学者中是一门争论不休的学科,有些人称赞它的存在,另一些人则认为它是父权制,政治上不正确且有问题的,但这种元框架的中心宗旨是关注对人类行为的根深蒂固的最终解释。传统上,市场营销学者一直​​将重点放在最重要的“如何”和“什么”问题上。但是,与这些紧迫的问题不同,EP努力抓住我们购买和产品偏好背后的最终“为什么”原因,即它们在为我们提供进化优势方面可能具有哪些自适应功能。在强调并举例说明了这一最终的区别之后,我将介绍本期特刊中每篇最新的论文。所有特刊都使用各种EP论点和理论来阐明几种与消费有关的现象,这些现象对营销理论和实践都有影响。最后,我为未来基于EP的消费者研究提供了一系列建议,旨在使该领域进一步蓬勃发展。
更新日期:2021-01-25
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