In most instances, marketing scholars have largely ignored that consumers are biological beings and have instead assumed that consumers are strictly socialized into their preferences, desires, and choices (see also
Saad, 2008).
Consumers are apparently born with empty minds that are subsequently filled with advertising messages,
media images, Hollywood stereotypes, pornographic plotlines, sexual song lyrics, etc.
Why is the blank slate view of the human mind so pervasive in the social sciences? I propose that it caters to one of the most important of all human quests, the endless pursuit for hope (see chapter 8 of
The Consuming Instinct titled “Marketing Hope by Selling Lies”). In the 1994 classic film
The Shawshank Redemption, Andy Dufresne [in a letter to his
friend Red] (played by Tim Robbins and Morgan Freeman respectively): “Remember Red, hope is a good thing, maybe the best of things, and no good thing ever dies.” It is hopeful to believe that serial killers are not born evil but rather something in their
environment must have shaped their diabolic penchants. It is hopeful to believe that all humans are born with equal
intelligencepotentiality. It is hopeful to believe that
beauty is a social construction, and as such all individuals, free of those pesky media images, might be perceived as equally beautiful.
Regrettably, as hopeful as this worldview might be, it is erroneous. It is such fatuous reasoning that led one of my marketing colleagues to proclaim to me at the recent
Association for Consumer Research conference held in Vancouver that evolutionary theory has no actionable value. I should rush off and advise all of my colleagues in the evolutionary sciences that we are all wasting our time, as an
understanding our evolved and biological-based human nature apparently has no “practical value”! This is the type of resistance that I’ve been facing for the past 15 years in my quest to Darwinize the field of consumer behavior albeit this is becoming an increasingly indefensible position to hold.