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Evolutionary psychologist Miller (The Mating Mind) examines conspicuous consumption as a way to further his (not entirely complementary) goals—to rectify marketing's poor understanding of human spending behavior and critique consumerist culture. According for the author, our purchases are powerful indicators in our personality and are utilized to lure in suitable mates and friends. The book defends the existing psychological view of personality as varying along six axes: intelligence, openness to new experiences, conscientiousness, agreeableness, emotional stability and extroversion. While there is certainly significant support for your author's contention that variation in these basic categories reflect genetic inheritance, preferences for each of which differ from society to society, from historical moment to moment and even within individual lives (e.g., conscientiousness tends to increase on the course in our lives as mating strategies shift from attracting short-term partners to maintaining long-term relationships). Miller is an engaging writer, even when his attempts at humor fall flat. What remains troubling is his failure to be the main cause of the way a full array of traits can coexist inside the same cultural environment and continue to get perpetuated across generations. (May)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Evolutionary psychologist Miller (The Mating Mind) digs deep to the primal past of humankind to discover the roots of…modern marketing? Actually, his focus is a whole lot more for the makings of contemporary consumer culture—of which marketing is, he argues, a dominant force. Since evolutionary psychology seeks to check how natural selection acts on psychological and mental traits, Miller applies this knowledge to assist us understand what actually motivates us to buy. He pokes fun at popular culture and with the things we buy and flaunt to inflate our self-esteem and try to produce ourselves more attractive. Personality research can inform study regarding consumer behavior, and Miller shows us how using a better understanding of our own personalities will help us avoid the pitfalls of runaway consumerism. After all, numerous many years of evolution have honed humans' natural abilities to win friends and mates, so why make use of expensive and ridiculous substitutes for the true identities and personalities? For both lay readers and academics, scanning this book ought to be considered time well "spent."—Carol J. Elsen, Univ. of Wisconsin, Whitewater
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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