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Mating and marketing

Author

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  • Buss, David M.
  • Foley, Pete

Abstract

Mating motives, informed by an evolutionary perspective, are central to marketing and consumer behavior. Humans have an evolved menu of mating strategies that vary along a temporal continuum anchored by long-term committed mating (e.g., marriage) and short-term mating (e.g., one-night stands, brief affairs). Men and women, although similar in some ways, differ in their psychology of short-term and long-term mating in some respects. The proposed framework yields a four-quadrant matrix useful for more gender-specific and mating strategy-specific marketing—women's long-term, men's long-term, women's short-term, and men's short-term. Mating psychology within these quadrants include mate choice copying, error management, the sexual over-perception bias, cues to sexual exploitation, good-dad mate preferences, temporal discounting, and the psychology of opportunity costs. Discussion focuses on gender-specific marketing, market segmentation, implicit versus explicit mating cues, the importance of context, consumer's long-term interests, and the power of attention-grabbing mating cues for non-mating related products and consumer behavior.

Suggested Citation

  • Buss, David M. & Foley, Pete, 2020. "Mating and marketing," Journal of Business Research, Elsevier, vol. 120(C), pages 492-497.
  • Handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:492-497
    DOI: 10.1016/j.jbusres.2019.01.034
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    References listed on IDEAS

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    1. Jahedi, Salar & Deck, Cary & Ariely, Dan, 2017. "Arousal and economic decision making," Journal of Economic Behavior & Organization, Elsevier, vol. 134(C), pages 165-189.
    2. Bram Van den Bergh & Siegfried Dewitte & Luk Warlop, 2008. "Bikinis Instigate Generalized Impatience in Intertemporal Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 85-97, January.
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    Cited by:

    1. Rui Chen & Hao Shen & Chun-Ming Yang, 2022. "Chooser or suitor? The effects of mating cues on men’s versus women’s reactions to commercial rejection," Marketing Letters, Springer, vol. 33(4), pages 659-679, December.

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