Old minds, new marketplaces: How evolved psychological mechanisms trigger mismatched consumption responses
The national lockdowns related to the COVID-19 pandemic revealed that few days of limited travel and consumption are enough to improve air quality worldwide, thus contributing to sustainable development. But under regular circumstances, shoppers are reluctant to change their consumption habits for the common good. Why is that? To answer this question, we delineate proximate and ultimate explanations of consumer behavior. The former—pervasive in the marketing literature—focuses on how behaviors occur, whereas the latter—underrepresented in marketing thought and practice—focuses on why human evolution fashioned such behaviors. The evolutionary approach to consumer behavior considers both explanations. We draw on the fundamental motives framework, which explains why certain behaviors—often irrational at first glance—solve specific adaptive problems found in ancestral and modern societies. Finally, we show how evolutionary mismatches—where mechanisms solving adaptive problems in ancient times produce maladaptive outcomes nowadays—distort optimal and sustainable decision-making in three domains: voting, buying status-signaling goods, and food consumption. We conclude by showing how to apply the law of law's leverage to facilitate cost-effective policymaking.