The effect of fertility on loss aversion

Effects of Game Outcomes and Status Instability on Spectators’ Status Consumption: The Moderating Role of Implicit Team Identification

“…Based on empirical support, we delineated several important theoretical contributions to the literature. Most prominently, by applying a nascent theoretical approach in the field of consumer behavior (i.e., the hormonal account; Durante et al, 2019), our results provide fresh insight into explaining spectators' status-seeking behavior. Existing sport consumer behavior research has primarily utilized proximate motives (Funk et al, 2012;Ciomaga, 2013) to account for what motivates people to engage in sport-related activity and how their cognitive needs and motivations are related to consumption behavior (e.g., McDonald et al, 2002;Funk and James, 2006;Funk, 2017).…”

“…This hormonal fluctuation has been found to operate as cues in predicting a variety of consumption-related behaviors (Stanton, 2017). In particular, recent consumer behavior research has suggested that hormones, especially testosterone, serve as an internal cue in predicting real-life consumption choices (Geniole et al, 2017;Durante et al, 2019). Specifically, if one's level of testosterone increases (as an internal cue), an individual may seek a higher social status as one of the fundamental human motives (i.e., attaining status) is activated (Griskevicius and Kenrick, 2013).…”

“…Also, according to the biosocial theory of status, the pursuit and preservation of social status is a basic characteristic of human nature (Mazur and Booth, 1998). Based on this theory, recent studies have suggested that the types of behavior in which consumers engage and the choices they make as consumers in their daily lives might be originally guided by internal cues, such as hormones (Durante et al, 2011;Saad, 2013;Durante et al, 2019). In particular, testosterone, which is a steroid hormone, likely serves as an internal cue that guides the fundamental mechanism behind these real-world consumer decisions (Griskevicius and Kenrick, 2013).…”

Evolutionary psychology in marketing: Deep, debated, but fancier with fieldwork

“…EP‐based conceptualizations can help to develop tailor‐made communication campaigns that increase individuals' compliance rates to certain health mandates within and beyond the consumption domain (e.g., making sure social distancing rules are followed in retail stores and that the physical proximity between salespeople and consumers is adequate). Indeed, fundamental human motives linked to survival and reproduction and situational or hormonal states linked such motivating forces (e.g., fear, self‐protection, mate attraction, fertility) have previously been shown to exert downstream effects on loss aversion and risk taking, while also influencing the effectiveness of different framing tactics and persuasion techniques (Dreber et al, 2013; Durante et al, 2020; Griskevicius et al, 2009; Y. J. Li et al, 2012; Ronay & Hippel, 2010; Saad & Gill, 2014; X. T. Wang, 2008). Taking such findings into consideration when designing segment‐specific message strategies may therefore decrease the spread of infectious diseases and may become even more powerful tools in the fight against the present pandemic if combined with evolutionary‐informed theorizing related to pathogen avoidance and the behavioral immune system (Makhanova & Shepherd, 2020; Schaller & Park, 2011; Tybur et al, 2011; Tybur et al, 2020; van Leeuwen & Petersen, 2018) as well as the evolved function and structure of disgust (Haidt et al, 1994; Rozin & Fallon, 1987; Rozin & Haidt, 2013; Tybur et al, 2009; Tybur et al, 2013).…”

“…EP-based conceptualizations can help to develop tailor-made communication campaigns that increase individuals' compliance rates to certain health mandates within and beyond the consumption domain (e.g., making sure social distancing rules are followed in retail stores and that the physical proximity between salespeople and consumers is adequate). Indeed, fundamental human motives linked to survival and reproduction and situational or hormonal states linked such motivating forces (e.g., fear, self-protection, mate attraction, fertility) have previously been shown to exert downstream effects on loss aversion and risk taking, while also influencing the effectiveness of different framing tactics and persuasion techniques (Dreber et al, 2013;Durante et al, 2020;Griskevicius et al, 2009;Y. J. Li et al, 2012;Ronay & Hippel, 2010;Saad & Gill, 2014;X.…”