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The Evolutionary Bases of Consumption (Marketing and Consumer Psychology Series) The Evolutionary Bases of Consumption by Gad Saad
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“Polygyny is an inherent part of male sexuality (spreading one’s genes) whereas polyandry is typically abhorred given that it triggers the greatest threat to a man’s genetic interests, namely paternity uncertainty. Anthropologists have established the fact that polygyny is an exceptionally more frequent form of mating arrangement.”
Gad Saad, The Evolutionary Bases of Consumption
“It is important to note that women are not singularly attracted to men with resources; rather, they can be equally attracted to men who have yet to achieve status but are on a trajectory of social ascendancy. Accordingly, cues of intelligence, ambition, drive, and focus can be equally intoxicating to women. Unique talents that are socially valued, including those possessed by successful artists, singers, athletes, and actors, are typically desired by women. Ceteris paribus, professors, politicians, business executives, lawyers, and surgeons make for attractive long-term male partners. This point demonstrates that Darwinian principles are not deterministic.”
Gad Saad, The Evolutionary Bases of Consumption
“The ultimate explanation for men’s intolerance of cuckoldry is simple. Homo sapiens did not evolve with the assurances of DNA paternity testing. The most egregious attack on a man’s genetic interests would be to invest in the offspring of another man.”
Gad Saad, The Evolutionary Bases of Consumption
“Men produce hundreds of millions of spermatozoa per day whereas women ovulate at most 400 times between the onset of menarche and the start of menopause. Hence, an ovum is astoundingly more precious than sperm. This inequality in the importance of the male and female gametes drives the differential behaviors of the two sexes. From the perspective of reproductive fitness, a male benefits from engaging in numerous mating dalliances (can impregnate many women with easily reproduced gametes) whereas in light of the dearth of ova women must be extremely judicious in their mating choices. Furthermore, whereas men’s contribution to parenting could be as small as a brief sexual encounter, women bear the costs of gestation and lactation, face the dangers of childbearing (associated with high mortality in the ancestral environment), and are exposed to increased environmental threats associated with reduced mobility when pregnant.”
Gad Saad, The Evolutionary Bases of Consumption