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The Interdisciplinary Science of Consumption$
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Stephanie D. Preston, Morten L. Kringelbach, and Brian Knutson

Print publication date: 2014

Print ISBN-13: 9780262027670

Published to MIT Press Scholarship Online: January 2015

DOI: 10.7551/mitpress/9780262027670.001.0001

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The Fundamental Motives for Why We Buy

The Fundamental Motives for Why We Buy

(p.33) 2 The Fundamental Motives for Why We Buy
The Interdisciplinary Science of Consumption

Griskevicius Vladas

P. Redden Joseph

M. Ackerman Joshua

The MIT Press

Why do people buy one thing versus another? This chapter examines the underlying motives for consumer behavior by considering motivation from an evolutionary perspective. An evolutionary perspective is centrally concerned with the evolutionary function of behavior, and it suggests that human behavior is driven by a set of ultimate motives. These fundamental social motives include (1) evading physical harm, (2) avoiding disease, (3) making friends, (4) attaining status, (5) acquiring a mate, (6) keeping a mate, and (7) caring for offspring. These deep-seated ancestral motives continue to influence modern behavior, albeit not always in obvious or conscious ways. Here the authors examine how, why, and when these evolutionary motives shape consumer behavior and decision making.

Keywords:   Consumer behavior, Evolutionary function of behavior, Social motives

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