The modern marketplace has made consumers' lives better in many ways, offering a multitude of affordable conveniences and luxuries. Why, then, is the prevalence of physical and mental health deficits higher than any other time in history? Here, we articulate an evolutionary mismatch perspective—the idea that the environment we live in has changed dramatically in a short period of time, but the human body and mind have not changed. Consumers’ evolved body and mind are interacting with the modern world as if it was an ancestral environment that existed thousands of years ago, leading to many negative outcomes. We discuss three evolutionary mismatches that contribute to or compound consumer vulnerability to disease and dissatisfaction with life. We review emerging research and propose future directions that inform effective strategies to mitigate illness and enhance wellbeing.

现代市场在许多方面改善了消费者的生活，提供了许多负担得起的便利和奢侈品。那么，为什么身体和心理健康缺陷的发生率比历史上任何时候都高？在这里，我们阐述了一种进化不匹配的观点——我们生活的环境在短时间内发生了巨大的变化，但人类的身心并没有改变。消费者进化的身心正在与现代世界互动，仿佛它是数千年前存在的祖先环境，导致许多负面结果。我们讨论了三种进化上的不匹配，它们导致或加剧了消费者对疾病的脆弱性和对生活的不满。