New research led by Athabasca University and Vancouver Island University claims that conspicuous consumption is rooted in evolutionary biology and environmental triggers, reshaping our understanding of consumer behavior.
A new study conducted by researchers from Athabasca University and Vancouver Island University suggests that conspicuous consumption — often deemed irrational and driven by marketing — is actually deeply rooted in evolutionary biology and environmental conditions.
“The desire to display or be seen with these products is triggered by an interaction between environmental conditions and one’s evolved biology,” Jim Swaffield, the study’s principal investigator from Athabasca University, said in a news release.
Conspicuous consumption dates back to our early ancestors, aiding in survival and mate selection, the researchers reveal.
“Genetics is the gun, and the environment is the trigger,” Swaffield added.
Conspicuous products can send signals of wealth, physical power or social status. For instance, in harsh environments, displaying toughness-promoting items can intimidate potential threats, while beautifying items can attract potential mates in social contexts.
The study, published in the journal Behavioral Sciences, explored how various environmental stressors influence the desire for these signaling products.
The researchers conducted an online experiment with 629 participants from across Canada.
The participants, both men and women, were shown images of wealth and toughness-signaling products and then exposed to narratives that evoked different environmental conditions — ranging from socially or financially secure to physically unsafe environments. After reading these narratives, the participants were asked to rate their desire for the products once again.
The results highlighted that environmental harshness, particularly financial and physical, impacts the craving for signaling products. Interestingly, in extreme conditions, the desire for such products diminished, indicating a desire to avoid attracting attention.
“The findings support the perspective that a fundamental shift is needed in how we think about what drives consumer behavior,” added Swaffield.
The study raises important questions about the effectiveness of advertising and the role of environmental conditions in conspicuous consumption.
The research also suggests potential implications for policymakers. If product desire stems from nature-nurture interactions, advertising bans may need reevaluation in addressing compulsive buying and overconsumption issues.