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Customer Review

54 of 59 people found the following review helpful
5.0 out of 5 stars I buy, therefore I am, May 21, 2009
This review is from: Spent: Sex, Evolution, and Consumer Behavior (Hardcover)
My husband and I play a game when we drive: he points out a car and I tell him what I think that driver thinks other people think of his choice of car. Then I say what I think it really reveals. A Hummer? The driver is a primal hunter-gatherer, powerful and dripping in testosterone. There are very different stories about the Jeep with no doors, the yellow Beetle, the big slow Cadillac.

Spent is all about the prehistoric origins behind the decisions to buy these cars, and every other product, as well. The science of human nature, called evolutionary psychology, teaches us that people decide to buy stuff to advertise "our biological potential as mates and friends." Understanding the reasons behind these decisions can help us become better consumers, and more aware of why people act the way they do.

It's a fascinating read! The idea that you can use the Info section on Facebook to accurately sum up a person is right on target. And I loved the quiz identifying the Central 6 human characteristics: General intelligence, openness, conscientiousness, agreeableness, stability and extraversion. Apparently I'm very open and pretty extraverted; I'll have to work on my stability!

Here's the chapter list:

1. Darwin Goes to the Mall
2. The Genius of Marketing
3. Why Marketing is Central to Culture
4. This Is Your Brain on Money
5. The Fundamental Consumerist Delusion
6. Flaunting Fitness
7. Conspicuous Waste, Precision and Reputation
8. Self-Branding Bodies, Self-Marketing Minds
9. The Central Six
10. Traits That Consumers Flaunt and Marketers Ignore
11. General Intelligence
12. Openness
13. Conscientiousness
14. Agreeableness
15. The Centrifugal Soul
16. The Will to Display
17. Legalizing Freedom
Exercises for the Reader
Further Reading and Viewing
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Showing 1-4 of 4 posts in this discussion
Initial post: May 28, 2009 1:18:21 PM PDT
Mark R says:
The Hummer is compensating for "other, ahem, shortcomings"? You lost me there.

I guess women who wear feminine clothes and makeup are compensating for their manliness.

In reply to an earlier post on Jun 6, 2009 9:52:31 AM PDT
Julie Neal says:
You're right, that was out of line. I deleted the sentence.

Posted on Jul 27, 2009 3:59:37 PM PDT
I am not in marketing business myself, and I have not seen the book in question.

I have heared an opinion, that photo-cameras with long tele-photo lenses are subconsious substitutions for the desire of longer dick (pardon my French).
Is it so ?

Posted on Aug 13, 2009 12:39:43 PM PDT
[Deleted by the author on Aug 26, 2009 1:02:43 PM PDT]
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