Professor of Marketing and holder of the Concordia University Research Chair in Evolutionary Behavioral Sciences and Darwinian Consumption Dr. Gad Saad discusses the innate biological wiring and evolutionary roots of consumerism.
Dr. Gad Saad uses evidence collected in evolutionary psychology experiments that compared consumerism and human biological functions. The male study confirmed that testosterone levels rise when a male drives luxury cars, like a Porsche, and drop when one drives a beat-up Honda. In a study by Dr. Gad Saad that monitored the consumer behavior of women throughout their menstrual cycle, the results displayed a difference in their beauty routines and clothing choices between the fertile and non-fertile days.
Dr. Gad Saad also discusses what he calls "I've got the good-mating," which breaks down the relationship between gift-giving from men to women that demonstrates a male's true interest, which goes along with the female instinct of looking for a man who provides.