The Consuming Instinct: What Juicy Burgers, Ferraris, Pornography and Gift Giving Reveal About Human Nature Gad Saad, Ph.D. I offer a synopsis of my work in the evolutionary consumption area. This will be achieved by discussing key tenets from my books (The Consuming Instinct and The Evolutionary Bases of Consumption) including that: (1) many consumption acts can be mapped onto four key Darwinian modules (survival, mating, kin selection, and reciprocal altruism); and (2) cultural products (e.g., song lyrics, movie plotlines) are fossils of the human mind that highlight a shared biological-based human nature.

1. The Consuming instinct:The Consuming instinct:
What Juicy Burgers,What Juicy Burgers,
Ferraris, Pornography,Ferraris, Pornography,
And gift Giving RevealAnd gift Giving Reveal
About Human NatureAbout Human Nature
Gad SaadGad Saad
John Molson School of BusinessJohn Molson School of Business
Concordia UniversityConcordia University
Ancestral Health SymposiumAncestral Health Symposium
Atlanta, GeorgiaAtlanta, Georgia
Thursday August 15, 2013Thursday August 15, 2013

2. Are Consumers Born or Made?Are Consumers Born or Made?
Wilson (1978): “The genes hold culture on a leash.”
I propose: “The genes holds consumer behavior on a
leash.”

3. Is Beauty Socially Constructed?Is Beauty Socially Constructed?
Aishwarya Rai

4. Toy Preferences: Learned or Innate?Toy Preferences: Learned or Innate?
• pre-socialization stage (Jadva, Hines, & Golombok, 2010; Alexander, Wilcox, & Woods,pre-socialization stage (Jadva, Hines, & Golombok, 2010; Alexander, Wilcox, & Woods,
2009)2009)
• congenital adrenal hyperplasia (congenital adrenal hyperplasia (Berenbaum & Hines, 1992)Berenbaum & Hines, 1992)
• Rhesus and vervet monkeys (Rhesus and vervet monkeys (Hassett, Siebert, &Wallen, 2008; Alexander & Hines, 2002)Hassett, Siebert, &Wallen, 2008; Alexander & Hines, 2002)
• boys’ digit ratios and sex-typed play (Hönekopp & Thierfelder, 2009)boys’ digit ratios and sex-typed play (Hönekopp & Thierfelder, 2009)

5. Important Tenets of Evolutionary PsychologyImportant Tenets of Evolutionary Psychology
• Mind is a product of natural selection and sexual selectionMind is a product of natural selection and sexual selection
• Domain-specific view of the human mindDomain-specific view of the human mind
• ““learning”, “culture”, and “socialization” are not explanations in oflearning”, “culture”, and “socialization” are not explanations in of
themselvesthemselves
• Mind is not an empty slate (Pinker, 2002)Mind is not an empty slate (Pinker, 2002)
• Importance of both proximate and ultimate explanationsImportance of both proximate and ultimate explanations

6. Proximate versus Ultimate ExplanationsProximate versus Ultimate Explanations
• Pregnancy sickness (Profet, 1992; Flaxman & Sherman, 2000; Pepper & Roberts,Pregnancy sickness (Profet, 1992; Flaxman & Sherman, 2000; Pepper & Roberts,
2006)2006)
• Proximate: How do hormonal changes affect severity of symptomsProximate: How do hormonal changes affect severity of symptoms
• Ultimate: Evolved mechanism to expel teratogensUltimate: Evolved mechanism to expel teratogens

7. Evidentiary threshold is much higher forEvidentiary threshold is much higher for
EP-based hypothesesEP-based hypotheses
Established across countless
cultures using varied
methodologies and measures
Cross-cultural variations are
adaptive responses to local
environments

8. Four Key Darwinian Meta-DrivesFour Key Darwinian Meta-Drives
Saad (2007, 2011)Saad (2007, 2011)
1. Survival (natural selection)
1. Reproduction (sexual selection)
1. Kin selection
2. Reciprocity
Avoid predators &
find food
Compete for mates
Invest in family members
Build non-kin alliances and
friendships (e.g., via gift giving)

9. Survival-Let’s Gorge!Survival-Let’s Gorge!
Variety effect exacerbates our penchant to gorge (Remick et al. 2009; Epstein et
al. 2010; Rolls et al. 1981; Kahn & Wansink, 2004; Rolls, Rowe, & Rolls, 1982)

10. Survival-Give Me Fat!Survival-Give Me Fat!
• Restaurants & InstitutionsRestaurants & Institutions: ranking of the 400 top selling restaurant chains.: ranking of the 400 top selling restaurant chains.
• The top ten in 2008:The top ten in 2008:
1.1. McDonald’sMcDonald’s
2.2. KFCKFC
3.3. Burger KingBurger King
4.4. StarbucksStarbucks
5.5. SubwaySubway
6.6. Pizza HutPizza Hut
7.7. Wendy’sWendy’s
8.8. Taco BellTaco Bell
9.9. Domino’s PizzaDomino’s Pizza
10.10.Dunkin’ Donuts.Dunkin’ Donuts.
Atkins Diet

11. Darwinian GastronomyDarwinian Gastronomy
(Paul Sherman & colleagues)(Paul Sherman & colleagues)

12. I’ve Got the Goods-MatingI’ve Got the Goods-Mating

13. Products/Services Tackled Using EP LensProducts/Services Tackled Using EP Lens
Milinski & Wedekind 2001;
Roberts et al. 2009;
Wedekind et al. 2007
Haviland-Jones et al. 2005 Cronk & Dunham 2007;
Uller & Johansson 2003
Hinsz et al. 2001;
Mesko & Bereczkei 2004
Singh & Randall 2007 Smith 1999;
Russell 2009;
Samson et al. 2010;
Elliot & Niesta 2008
Townsend & Levy
1990
Miller et al., 2007

14. Products as Sexual SignalsProducts as Sexual Signals
Testosterone & Conspicuous Consumption
(Saad & Vongas, 2009, study 1)

15. Cars as Sexual SignalsCars as Sexual Signals
Dunn & Searle (2009)Dunn & Searle (2009)
Red Ford Fiesta ST Silver Bentley Continental GT
Same man is judged as more
attractive by women when in the
Bentley
Men’s evaluations of the woman
is unaffected by the car that she is
seated in
Similar findings were obtained using the hot or not website
(Shuler & McCord, 2010)

16. What your car says about youWhat your car says about you (Saad & Gill, 2013)(Saad & Gill, 2013)

17. You drive a porsche: You must be tall (short)You drive a porsche: You must be tall (short)

18. You drive a porsche: You must be aYou drive a porsche: You must be a
philandererphilanderer

19. Brand Mentions in Billboard Hits (2003-2005)Brand Mentions in Billboard Hits (2003-2005)
Agenda Inc. (Agenda Inc. (American BrandstandAmerican Brandstand))
 Top 45 top brand mentions:
23 were for cars
Mercedes, Lexus, Cadillac, Lamborghini, Chevrolet, Range Rover,
Bentley, Rolls Royce, Jaguar, Maybach, and Porsche
11 were for clothing and related items
Gucci, Burberry, Prada, Payless Shoe Source, Dolce & Gabbana,
Manolo Blahnik, Nike, Rolex, and Louis Vuitton
7 were for alcoholic beverages
Cristal, Hennessy, Dom Perignon
3 were of guns
AK-47 and Beretta
1 toiletry
Calgon
 Male singers are much more likely to utter such mentions

20. Women Too Engage in Sexual SignalingWomen Too Engage in Sexual Signaling
Saad & Stenstrom (2012)Saad & Stenstrom (2012)
Women were more likely to wear sexy clothes, clothes that show a lot of
skin, wear a skirt, wear nice clothes, spend time beautifying, wear make-
up, and go sun tanning during the fertile phase (as compared to the luteal
phase)
See also: Durante, Li, & Haselton (2008); Grammer, Renninger, & Fischer
(2004); Haselton et al. (2007); Durante et al. (2011)

21. Gift Giving across multiple DarwinianGift Giving across multiple Darwinian
domains (Saad, 2007, 2011)domains (Saad, 2007, 2011)
Part of many courtship rituals
“Cause if you liked it then you
should have put a ring on it”
Cost of engagement rings is
negatively correlated to a
woman’s age (Cronk & Dunham,
2007)
Gift giving between kin (Saad & Gill,
2003)
Differential grandparental solicitude
(Euler & Weitzel, 1996; Pollet,
Nettle & Nelissen, 2007; Bishop et
al., 2009)
Paternal resemblance and investing in
offspring (Apicella & Marlowe,
2004; Alvergne, Faurie, & Raymond,
2009)
a means of creating and/or
solidifying bonds (Bell, 1991;
Saad & Gill, 2003)
“A good friend is worth many
relations.” (global proverb)
“Hospitality asks for equal
treatment in return.” (many
cultures)

22. Wedding gifts as a function of geneticWedding gifts as a function of genetic
relatedness (H1):relatedness (H1): Tifferet et al., 2013Tifferet et al., 2013
Kin (M = 245, SD = 46) > non-kin (M = 162, SD = 45 (p < .001)
Highly related kin (50% and 25%; M = 377, SD = 76) > more distant kin (12.5% and 6.25%; M = 125, SD = 32)
(p < .001)
no significant differences between the 50% (M = 393, SD = 133) and 25% (M = 353, SD = 88) groups (p = .21)
No differences between the 6.25% (M = 123, SD = 35) and 12.5% (M = 122, SD = 31) groups (p = .80)

23. Wedding gifts as a function of geneticWedding gifts as a function of genetic
assuredness (H2):assuredness (H2): Tifferet et al., 2013Tifferet et al., 2013
maternal lineage (M = $260, SD = $84) > paternal lineage (M = $225, SD = $67) (p = .046)

24. Personal Anecdote: The Explanatory Power of EPPersonal Anecdote: The Explanatory Power of EP
Hayward & Rohwer 2004
Maury Show

25. The Future Discounting Rate:The Future Discounting Rate:
Give me some sugar, sugarGive me some sugar, sugar
Photos of sexy women increase men’s
future discounting rates. I want it now!
(Wilson & Daly, 2004; Van den Bergh, Dewitte, & Warlop,
2008)
Consuming sugar decreases future
discounting rates. I am willing to wait
until later. (Wang & Dvorak, 2010)

26. Effects of Baby Primes on risk-taking,Effects of Baby Primes on risk-taking,
conspicuous consumption, & charitableconspicuous consumption, & charitable
donationsdonations
(Stenstrom & Saad, 2012)(Stenstrom & Saad, 2012)
Study 1: Visual baby primes
versus neutral landscapes
Study 2: Auditory
baby primes versus
neutral instrumental
song
Crying prime Laughing prime

27. Darwinian Roots of dark side consumptionDarwinian Roots of dark side consumption
((Saad, 2007, ch. 6; Saad, 2011, ch. 9)Saad, 2007, ch. 6; Saad, 2011, ch. 9)

28. Pornographic films and sperm competitionPornographic films and sperm competition
Of all possible human mating systems, polygyny has been much more
common and accepted than polyandry
Yet, pornographic movies have a much greater preponderance of
polyandrous situations (Pound, 2002)
⇒ The possibility of sperm competition yields a literal rise in men’s
anatomy let alone libidinal drives
⇒ Kilgallon & Simmons (2005): sperm motility was greater in the
samples “generated” from polyandrous images

29. Evolutionarily relevant public serviceEvolutionarily relevant public service
announcementsannouncements

30. Academic Hostility Toward New IdeasAcademic Hostility Toward New Ideas
““I suppose the process of acceptance will pass through the usual four stages:I suppose the process of acceptance will pass through the usual four stages:
i) this is worthless nonsense,i) this is worthless nonsense,
ii) this is an interesting, but perverse, point of view,ii) this is an interesting, but perverse, point of view,
iii) this is true, but quite unimportant,iii) this is true, but quite unimportant,
iv) I always said so.”iv) I always said so.”
—— J.B.S. HaldaneJ.B.S. Haldane
• I am hopeful that evolutionary consumption will soon become “normal science” (Kuhn)I am hopeful that evolutionary consumption will soon become “normal science” (Kuhn)
thus ushering consumer psychologists into stage 4 of Haldane’s progression!thus ushering consumer psychologists into stage 4 of Haldane’s progression!

31. ConclusionConclusion
Dobzhansky (1973):Dobzhansky (1973):
““Nothing in biology makes sense except in the light of evolution.”Nothing in biology makes sense except in the light of evolution.”
I propose:I propose:
““Nothing inNothing in consumer behaviorconsumer behavior makes sense except in the light of evolution.”makes sense except in the light of evolution.”