Most helpful positive review
10 of 11 people found the following review helpful
on March 28, 2008
In this work Gad Saad provides an excellent review of evolutionary psychology and its relevance to the field of consumer behavior. A particularly novel idea is encompassing mate choice within acts of consumption. Although not an easy read, once you begin to see how much Saad's ideas provide a paradigm shift in the field of consumer (and human) behavior, you will definitely want to reread this book in order to relish all its nuances. If new to the field of consumer behavior, you shall learn much about the evolutionary bases for your everyday decisions, from buying a car to accepting a date and choosing a perfume. I gained much knowledge from this book and consider it a must read for anybody interested in a scientifically rigorous review of human behavior in the field of consumption. You will not be disappointed!