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Warm Gun: Evolution & The Central 6 Traits that Make Consumers Tick (and CLICK!)
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Warm Gun: Evolution & The Central 6 Traits that Make Consumers Tick (and CLICK!)

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Geoffrey Miller, Author, “Spent” & “The Mating Mind” ...

Geoffrey Miller, Author, “Spent” & “The Mating Mind”

Warm Gun: the 1-day conference about measurable design
www.warmgun.com

Presented by 500 Startups
www.500startups.com

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Warm Gun: Evolution & The Central 6 Traits that Make Consumers Tick (and CLICK!) Presentation Transcript

  • 1. Evolution and Consumption
    Geoffrey Miller
    Evolutionary Psychology
    University of New Mexico
    gfmiller@unm.edu
  • 2.
  • 3.
  • 4. Conspicuous consumption: Display elite wealth & taste?
  • 5. But no elites in prehistory …
  • 6. Evolutionary consumer psychology
  • 7. Products
    Practical: survival commodities
    Pleasure premium: private vices
    Display premium: everything else
  • 8. ‘Consumption’ ‘Display’
  • 9. Displays to:
    Attract mates
    Deter rivals
    Impress parents
  • 10. Display principles
    Conspicuous:
    • cost (size, materials, energy, time)
    • 11. precision (typicality, symmetry, repetition, fit, finish)
    • 12. creativity (novelty, utility, symbolism)
    • 13. reputation (status, fame, brand)
  • Central Six mental traits
    • Intelligence
    • 14. Openness
    • 15. Conscientiousness
    • 16. Agreeableness
    • 17. Stability
    • 18. Extraversion
    All are:
    • Ancient across species
    • 19. Genetically heritable
    • 20. Stable across life & cultures
    • 21. Attractive to mates, friends, kin
    • 22. Judged & measured accurately
  • Intelligence
    Verbal, spatial, social, emotional
    Bumper stickers:
    + A PBS mind in a Fox news world
    + Sane, paululumlinguaeLatinaedico
    • TV is gooder than books
    • 23. Mommy says I’m special
  • Openness
    Novelty, fantasy, aesthetics, liberalism, globalism
    Bumper stickers:
    +I like it sloppy and weird
    + Legalize freedom
    • If God didn’t want us to eat animals, he wouldn’t have made them out of meat.
    • 24. Gun control means using both hands
  • Conscientiousness
    Discipline, planning, ambition, order
    Bumper stickers
    + Today is the tomorrow you forgot to plan for yesterday
    + Jesus would have used his turn signals
    • Oral sex is always a great last minute gift idea
    - Drive it like you stole it
  • 25. Agreeableness
    Kindness, honesty, modesty, tenderness
    Bumper stickers
    + Commit random acts of kindness and senseless beauty
    + Who would Jesus bomb?
    - You suck and that’s sad
    • If you can read this, you’re in my kill zone
  • Genetic quality
    Intelligence
    Educational credentials
    Skilled employment
    Facebook, chat
    Income
    Conspicuous consumption
    Mates, Friends
  • 26. Consumerist capitalism = ?
    Conservatives: rationality + free markets
    Radicals: blank slate + oppression + ideology
    Darwinians: display instincts + display norms
    (+ markets, oppression, ideology, media, technology, governments, corporations, lobbyists, historical accident, cultural inertia,)
  • 27. 21st century trait-display?
    Shanghai
    Dongtan
  • 28. Questions?