Unconscious Drivers of Consumer Behavior: An Examination of the Effect of Nature–Nurture Interactions on Product Desire

Abstract

Both biological and environmental factors can affect consumer behavior. Consumer behavior can also be a product of an interaction between one’s evolved biology and environmental factors. If marketers aim to increase healthy consumption behavior and decrease unhealthy behavior, they need to identify whether the behavior is a product of one’s evolved biology or environmental factors acting in isolation, or if the behavior is a product of a biology–environment interaction. Therefore, the purpose of this study is to examine the effect of biology–environment interactions on product desire. This study comprises two experiments that used a repeated-measures design. The first experiment included 315 females and examined the effect of perceived physical safety, economic well-being, and social support on the desire for beautifying and wealth-signalling products. The second experiment included 314 men and examined the effect of perceived physical safety, economic well-being, and social support on the desire for products that are used to signal wealth and toughness. The results showed that under harsh economic conditions, product desire generally decreased. However, there were significant differences in the amount of decrease between product categories in different environmental conditions.