Evolutionary Psychology

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Ved Kim Fahle

Evolutionary Psychology in Marketing

classification of problems

launch positioning

often difficult to change

classifying to existing products

pattern recognition

has been seen as a weakness

Gender differences

women dominant and men more passive

attitudes towards communication

attitudes towards savings

women respond to beauty and attraction

men respond to sex, control, power

opposite sex has fundamental influence on products we buy

emotions before reason

anger and range to improve negotiating position

rational response is cognitive

hindrance and whole body experience

try to suppress emotional side

impuse purchases

ongoing struggle in the brain for precedence

nomadic behaviour

conquer and discover

games, quizzes, internet challenges

desire to go out and identify new opportunities

endless travel shows and discovery channel

human nature

fairness in exchange

"safe" environment is a key marketing tool

risks are necessary for survival

clearly important to consumers

be fair to maintian security

more likely to make a fair more than a rational

Human Body/Mind

removes influence to nurture

genetic make up changes at slow pace

ecological niche to allow problem solving

neo-cortex

limbic system

reptilian brain

contest and display

now young and beautiful

give authority to older/experienced

who sits in which chair when watching tv

existence of hierarchy for leadership and cohesion

gossip is powerful glue for deciding best leader

self-confidence

use sex as the focus of their ads

social brand use categories

customers are targets

business is war

effective approach

even when reality suggest otherwise

Analysis

marketing aimed at changing is waste of time

Set of specialised software modules

Controversial

mentality of ancestors

not had time to evolve

historical view point on comtemporary life