The Role for Signaling Theory and Receiver Psychology in Marketing

Abstract

Despite a growing infusion of the evolutionary behavioral sciences in general, and evolutionary psychology in particular, across a wide range of disci- plines, the business sciences have been slow in recognizing the relevance and explanatory power afforded by this consilient meta-framework. Humans possess minds and bodies that have been forged by a long evolutionary history. Hence, to fully comprehend all of the human cognitions, emotions, preferences, choices, and behaviors that shape marketplace realities, be it those of consumers, employees, or employers, business scholars must incorporate biology and evolutionary theory within their theoretical toolkits. Scientists typically operate at the proximate realm, namely they seek to explain the mechanistic details of phenomena whereas ultimate explanations tackle the Darwinian forces that would have led to their evolution. Both levels of analyses are needed when investigating biological organ- isms including Homo consumericus and Homo corporaticus.