IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v120y2020icp492-497.html
   My bibliography  Save this article

Mating and marketing

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296319300384
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jbusres.2019.01.034?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bonnier, Evelina & Dreber, Anna & Hederos, Karin & Sandberg, Anna, 2019. "Exposure to half-dressed women and economic behavior," Journal of Economic Behavior & Organization, Elsevier, vol. 168(C), pages 393-418.
    2. Bonnier, Evelina & Dreber, Anna & Hederos, Karin & Sandberg, Anna, 2018. "Undressed for Success? The Effects of Half-Naked Women on Economic Behavior," Working Paper Series 6/2018, Stockholm University, Swedish Institute for Social Research.
    3. Dalton, Patricio S. & Nhung, Nguyen & Rüschenpöhler, Julius, 2020. "Worries of the poor: The impact of financial burden on the risk attitudes of micro-entrepreneurs," Journal of Economic Psychology, Elsevier, vol. 79(C).
    4. Ravi Mehta & Darren W. Dahl & Rui (Juliet) Zhu, 2017. "Social-Recognition versus Financial Incentives? Exploring the Effects of Creativity-Contingent External Rewards on Creative Performance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 536-553.
    5. Deck, Cary & Jahedi, Salar & Sheremeta, Roman, 2021. "On the consistency of cognitive load," European Economic Review, Elsevier, vol. 134(C).
    6. Jahedi, Salar & Deck, Cary & Ariely, Dan, 2017. "Arousal and economic decision making," Journal of Economic Behavior & Organization, Elsevier, vol. 134(C), pages 165-189.
    7. Ming Lui & Ming Hsu, 2018. "Viewing sexual images is associated with reduced physiological arousal response to gambling loss," PLOS ONE, Public Library of Science, vol. 13(4), pages 1-14, April.
    8. Schniter, Eric & Sheremeta, Roman M. & Shields, Timothy W., 2015. "Conflicted emotions following trust-based interaction," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 48-65.
    9. Choi, Kang Jun & Jia, He Michael & Lee, Jae Young & Kim, B. Kyu & Kim, Keunwoo, 2022. "Hedonic myopia: Emphasizing hedonic benefits of non-perishable food makes consumers insensitive to expiration dates in food purchase," Journal of Business Research, Elsevier, vol. 138(C), pages 193-202.
    10. Kuhn, Michael A. & Kuhn, Peter & Villeval, Marie Claire, 2017. "Decision-environment effects on intertemporal financial choices: How relevant are resource-depletion models?," Journal of Economic Behavior & Organization, Elsevier, vol. 137(C), pages 72-89.
    11. Bhatia, Sudeep & Crawford, Megan M & McDonald, Rebecca Louise & Moreno, Miguel A. & Read, Daniel, 2021. "Inconsistent Planning and the Allocation of Tasks Over Time," OSF Preprints b4mg7, Center for Open Science.
    12. Daniel R. Cavagnaro & Gabriel J. Aranovich & Samuel M. McClure & Mark A. Pitt & Jay I. Myung, 2016. "On the functional form of temporal discounting: An optimized adaptive test," Journal of Risk and Uncertainty, Springer, vol. 52(3), pages 233-254, June.
    13. Chen Wang & Yanliu Huang & Vicki MorwitzEditor & Stijn van OsselaerAssociate Editor, 2018. "“I Want to Know the Answer! Give Me Fish ’n’ Chips!”: The Impact of Curiosity on Indulgent Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1052-1067.
    14. Scott Motyka & Dhruv Grewal & Elizabeth Aguirre & Dominik Mahr & Ko Ruyter & Martin Wetzels, 2018. "The emotional review–reward effect: how do reviews increase impulsivity?," Journal of the Academy of Marketing Science, Springer, vol. 46(6), pages 1032-1051, November.
    15. 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.
    16. Jean-Francois Gajewski & Marco Heimann & Luc Meunier, 2022. "Nudges in SRI: The Power of the Default Option," Journal of Business Ethics, Springer, vol. 177(3), pages 547-566, May.
    17. McAlvanah, Patrick, 2009. "Are people more risk-taking in the presence of the opposite sex?," Journal of Economic Psychology, Elsevier, vol. 30(2), pages 136-146, April.
    18. Lee, Kiljae & Choi, Jungsil, 2019. "Image-text inconsistency effect on product evaluation in online retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 279-288.
    19. Li, Xiuping & Lu, Qiang & Miller, Rohan, 2013. "Self-medication and pleasure seeking as dichotomous motivations underlying behavioral disorders," Journal of Business Research, Elsevier, vol. 66(9), pages 1598-1604.
    20. Ennio Bilancini & Leonardo Boncinelli & Lorenzo Spadoni, 2020. "Motivating Risky Choices Increases Risk Taking," Working Papers CESARE 1/2020, Dipartimento di Economia e Finanza, LUISS Guido Carli.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:492-497. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.