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Series Foreword | p. xi |
Preface | p. xiii |
Acknowledgments | p. xv |
Introduction | p. xvii |
What Is Evolutionary Psychology? | p. 1 |
Historical Overview Leading Up to the Founding of Evolutionary Psychology | p. 2 |
What is Evolutionary Psychology? | p. 5 |
Proximate Versus Ultimate Explanations | p. 8 |
Domain-Specific Versus General-Purpose Modules | p. 13 |
Chapter Summary | p. 16 |
Consumer Research: Domain-General and Proximate-Level Theorizing | p. 18 |
Proximate Models Utilizing Domain-Independent General-Purpose Mechanisms | p. 19 |
Learning | p. 20 |
Motivation | p. 23 |
Culture | p. 24 |
Standardization Versus Adaptation | p. 28 |
Decision Making | p. 31 |
Perception | p. 37 |
Attitude Formation and Attitude Change | p. 43 |
Emotions | p. 45 |
Personality | p. 49 |
Applications of Evolutionary Psychology in Other Disciplines | p. 53 |
Chapter Summary | p. 58 |
Consumption and Darwinian Modules | p. 59 |
The Reproductive Module | p. 59 |
Human Mating as a Consumption Choice | p. 62 |
Information Search in Mate Selection | p. 64 |
Gift Giving as a Courtship Ritual | p. 67 |
Sex Differences in Aggregate Consumption Patterns | p. 69 |
Toy Preferences | p. 70 |
Appearance-Enhancing Products and Services | p. 71 |
Cosmetic and Plastic Procedures | p. 71 |
High Heels, Haircuts, and Provocative Attire | p. 73 |
The Myth Behind the Beauty Myth | p. 75 |
Risk-Related Consumption Phenomena | p. 78 |
Financial Risk Taking | p. 78 |
Physical Risk Taking | p. 80 |
The Evolutionary Roots of Conspicuous Consumption | p. 84 |
Conspicuous Consumption in Religious Settings | p. 89 |
The Universality and Innateness of Conspicuous Consumption | p. 91 |
Philanthropy: Costly Signaling Via Nonreciprocal Altruism | p. 95 |
The Survival Module | p. 97 |
The Kin Selection Module | p. 101 |
Family Research in Consumer Behavior | p. 101 |
Evolutionary Account of Kin Relationships | p. 104 |
Darwinian Perspective on Birth Order Effects in the Consumption Setting | p. 108 |
The Reciprocation Module | p. 111 |
Gift Giving as a Means of Creating and/or Solidifying Bonds | p. 112 |
Consumption Behaviors Meant to Signal Group Membership | p. 113 |
Identifying the Nonreciprocators | p. 117 |
Cross-Cultural Differences in the Definition of Friendship | p. 119 |
Chapter Summary | p. 121 |
Advertising Content and Media Effects: Mirrors of Human Nature | p. 123 |
Masculinity and Femininity From a Social Constructivist Perspective | p. 124 |
Depiction of Femininity | p. 125 |
Depiction of Masculinity | p. 128 |
Depiction of Masculinity and Femininity in Children's Mediums | p. 133 |
Depiction of the Dynamics Between Men and Women | p. 136 |
Evolutionary Account of Masculinity and Femininity | p. 138 |
Depiction of Sexuality in Advertising | p. 141 |
Use of Sexual Imagery and the Depiction of Women in Advertising | p. 141 |
Variables That Moderate Reactions to Sex in Advertising | p. 146 |
Condemnation of Advertising | p. 147 |
Prescriptive Strategies to Address "Sexist" Advertising | p. 150 |
Standardization Versus Adaptation of Advertising Message | p. 152 |
Advertising Slogans and Darwinian Modules | p. 155 |
Physical Attractiveness in Advertising: A Darwinian Perspective | p. 157 |
Chapter Summary | p. 161 |
The Darwinian Roots of Cultural Products | p. 163 |
Evolutionary Perspective on Culture | p. 165 |
Memetic Theory | p. 166 |
Content Analysis of Specific Cultural Products | p. 168 |
Television Themes | p. 169 |
Soap Operas | p. 174 |
Talk Shows | p. 179 |
Movies | p. 183 |
Songs | p. 188 |
Music Videos | p. 196 |
Literature | p. 198 |
Self-Help Books | p. 202 |
Religion | p. 211 |
Art | p. 214 |
Chapter Summary | p. 217 |
The Darwinian Roots of "Dark-Side" Consumption | p. 219 |
The Darwinian Etiology of the Seven Deadly Sins | p. 220 |
Darwinian Medicine and the Promotion of Health | p. 222 |
Public Service Announcements and Evolutionary Theory | p. 224 |
Analysis of Specific Dark-Side Consumption Behaviors | p. 227 |
Pornography | p. 228 |
Eating Disorders | p. 236 |
Social Constructivist Perspective | p. 236 |
Evolutionary Perspective | p. 243 |
Gambling | p. 245 |
Demographic Risk Factors Associated With Pathological Gambling | p. 247 |
Domain-General Perspective of Addiction | p. 250 |
Proximate Theories of Gambling | p. 252 |
Evolutionary Explanation of Pathological Gambling | p. 254 |
Compulsive Buying | p. 255 |
Women and Compulsive Buying | p. 256 |
Domain-General Perspective of Compulsive Buying | p. 257 |
Proximate Issues Addressed by Marketing Scholars | p. 259 |
Evolutionary Explanation of Compulsive Buying | p. 261 |
Chapter Summary | p. 263 |
Benefits of Darwinizing Consumer Research | p. 265 |
Consilience, Fuller Explanations, and Novel Hypotheses | p. 265 |
Evolutionary Psychology as an Epistemological Heuristic | p. 269 |
Does Evolutionary Theory Yield Inactionable and/or Impractical Information? | p. 271 |
The "Darwinizing" of the Cognate Disciplines Closest to Consumer Behavior | p. 272 |
Chapter Summary | p. 275 |
Concluding Remarks | p. 276 |
References | p. 277 |
Author Index | p. 317 |
Subject Index | p. 329 |
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