2009
DOI: 10.1016/j.jebo.2009.05.019
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The origin of utility: Sexual selection and conspicuous consumption

Abstract: This paper proposes an explanation for the universal human desire for increasing consumption and the associated propensity to trade survival opportunity off conspicuous consumption. I argue that this desire was moulded in evolutionary times by a mechanism known to biologists as sexual selection, whereby an observable trait -conspicuous consumption in this case -is used by members of one sex to signal their unobservable characteristics valuable to members of the opposite sex. It then shows that the standard eco… Show more

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Cited by 48 publications
(33 citation statements)
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“…These research findings also support the robustness of the conceptual underpinning of the present effort. In recent times, such efforts that have incorporated antecedents related to marketing and cross cultural consumer behaviour (Shukla, 2008;Chaudhuri and Majumdar, 2010;Podoshen and Lu, 2011) psychology (Linssen et al, 2011) and even biology for explaining this construct (De Fraja, 2009;Saad and Vongas, 2009). Such findings indicate that more investigations are necessary to comprehend the behavioural of conspicuous consumption, which can yield very interesting insights to this long neglected aspect of consumer behaviour.…”
Section: Discussionmentioning
confidence: 99%
“…These research findings also support the robustness of the conceptual underpinning of the present effort. In recent times, such efforts that have incorporated antecedents related to marketing and cross cultural consumer behaviour (Shukla, 2008;Chaudhuri and Majumdar, 2010;Podoshen and Lu, 2011) psychology (Linssen et al, 2011) and even biology for explaining this construct (De Fraja, 2009;Saad and Vongas, 2009). Such findings indicate that more investigations are necessary to comprehend the behavioural of conspicuous consumption, which can yield very interesting insights to this long neglected aspect of consumer behaviour.…”
Section: Discussionmentioning
confidence: 99%
“…12 This bene…t occurs with probability p(c i ; m i ). In turn, this probability is given by the screening contract, observable income, and conspicuous consumption.…”
Section: Assumptionsmentioning
confidence: 99%
“…Assume that the candidate under consideration has a > 0, ensuring that, 11 Broom and Ruxton (2011) also assume this cost function in a signaling game in an evolutionary biology context. 12 The non-material bene…t from marriage is given, common knowledge, and identical for all candidates. It is also una¤ected by their income.…”
Section: Assumptionsmentioning
confidence: 99%
“…Kirmani and Rao (2000) provide a review of empirical papers that demonstrate the honesty of warranties as signals. A number of authors have noted that Thorstein Veblen's The Theory of the Leisure Class's (1899) account of conspicuous consumption contains the logic of the handicap principle and it is striking that its subtitle is ''an economic study in the evolution of institutions'' (Hamilton 2001, 211;Gintis et al 2001;De Fraja 2009). The idea here is that highly visible, expensive objects can act as signals of wealth.…”
Section: Why Have the Models Carried Such Weight?mentioning
confidence: 99%