: Geoffrey Miller on Sex, Evolution, and Consumer Behavior :
Posted on 18-05-2009
Filed Under (audio) by aweigend

On the eve of the launch of Geoffrey Miller’s book “Spent: Sex, Evolution, and Consumer Behavior”, we discuss the key role of openness, the importance of dialogue, and the true reason for advertising. http://weigend.com/files/audio/GeoffreyMillerAndreasWeigend_2009.05.17.mp3

Geoffrey, a tenured professor at the University of New Mexico, combines an evolutionary framework with a data driven mindset to create insights about consumers. Openness, perhaps the least studied of the Big Five personality traits, and inherited to a large degree, is often underestimated. As we reflect on how our time as graduate students in Cognitive Psychology at Stanford has shaped us – Geoffrey worked with Roger Shepard and I with David Rumelhart — we discuss how marketers used to force-communicate customers, and got away with ignoring the deeply social characteristics of humans. Furthermore, Geoffrey explains, the traditional goal of advertising was to demonstrate to a few potential buyers the large symbolic significance of a product for the broad masses. Communication now having primarily become C2C, consumer to consumer, and C2W, consumer to world: what is the impact of the Social Data Revolution on advertising and consumer behavior?

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Enrique Allen on 22 May, 2009 at 1:30 am #

Intriguing to think that brands should aim to imbue traits through dialogue. Makes me think of my previous studies of Dual Inheritance Theory (DIT), or Gene-Culture Coevolution, which posits that culture is the primary cause of human behavioral variation.

Durham, W. 1991. Coevolution: Genes, culture and human diversity. Stanford: Stanford University Press. Chapter 5

C. Enrique Ortiz on 22 May, 2009 at 9:47 pm #

Fascinating, Andreas. Thanks for sharing…. I will check out Geoffrey’s book..

ceo

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