Understanding the application of evolutionary psychology in consumer behavior: A review and future research agenda

This paper is the first to offer a comprehensive literature review of the role of evolutionary psychology (EP) in marketing and consumer behavior. This study takes a holistic approach, combining techniques of a systematic review with bibliometric analysis, to provide a performance analysis and identify theories and methodologies used in the literature. Most importantly, by studying the current state of EP, we elucidate six major themes: the role of gender in families, the role of affect in consumer behavior, food preferences and shopping behavior, motivations for and consequences of status signaling, the impact of ovulation on consumer motives and behaviors, and contributions to the greater good. The findings enable researchers to understand the current state of the literature. Further, to advance the application of EP in consumer behavior, we identify gaps related to each theme and offer research questions that can serve as catalysts for future research. Thus, we offer two primary contributions: a comprehensive overview of the literature as it relates to methods, theories, and themes and detailed guidance that can be used to invigorate research on EP.