International Journal of Consumer Studies

Despite the rising interest shown in feminist issues in the last decade, brand management research has focused less on feminism than on other social causes. This study analyses the participation of the 100 most valuable brands on Twitter/X in International Women's Day (IWD) from 2014 to 2023. Grounded in theories of social identification, brand gender congruence, and authenticity, we hypothesise variations in brand engagement based on consumer gender, brand type, and message type. Panel data analysis revealed that women engage more actively than men in terms of likes, retweets, and comments, particularly with brands that target them. Contrary to expectations, “authentic” posts received fewer likes and retweets than did “non‐authentic”, suggesting that IWD is perceived more as a moment to celebrate and share than a time to discuss real actions or commitment to feminist causes. These findings highlight the need to consider additional factors to understand brand engagement with feminist causes.

New food technologies, such as 3D printing, are key for sustainable food innovation. As the success of these technologies depends on consumer acceptance, this paper presents two quantitative studies exploring the factors that influence consumers' intention to consume 3D‐printed food. In the first study, conducted with 463 German consumers, we tested a sector‐specific food technology acceptance model (FTAM) alongside the generic theory of planned behavior (TPB) model to predict consumer intention to consume 3D‐printed food. Structural equation modeling identified factors that significantly influence this intention to consume, including trust in institutions, subjective knowledge, perceived benefits, and perceived risks, as well as subjective norm. To explore the role of trust, the second study conducts an online experiment with 154 German students, assessing how the provision of information impacts calculative and affective trust in the food industry. Findings show that while the information treatment has no effect on calculative trust, affective trust significantly predicts calculative trust both directly and indirectly through the perceived credibility of the provided information. Both studies enhance the theoretical understanding of new food technology evaluation by being the first to apply the FTAM and highlighting the importance of integrating both affective (emotional) and calculative (rational) trust components in trust models. Practically, it underscores the necessity for the food industry to build trust with consumers through transparent and credible communication to effectively address safety, health, and environmental concerns.

This article uncovers the potential of Augmented Reality (AR) to enhance the well‐being of the rapidly growing aging population. This substantial consumer group faces numerous challenges in sustaining well‐being and digital inclusion. Analyzing 21 records via the Theory–Context–Characteristics–Methodology (TCCM) framework provides a structured overview of how previous research investigated the use of AR to improve different types of well‐being among older consumers (i.e., physical, cognitive, psychological, and social well‐being). Prior research has been limited due to its overemphasis on AR in healthcare contexts and a lack of theoretical frameworks and methodological diversity. Furthermore, the TCCM analysis indicates that using AR to promote older adults' psychological and social well‐being is understudied. Next to presenting future research directions for consumer behavior and service researchers, this paper emphasizes five emerging themes: (1) theorizing about augmented humanity, (2) enhancing older consumers' psychological and social well‐being, (3) examining AR's versatility, (4) co‐research with older consumers, and (5) the heterogeneity in the aging population. To promote older adults' well‐being via AR, researchers, industry leaders, and policymakers should provide user‐centered service environments adjusted to older adults' heterogeneity. Finally, this review highlights what, how, and when scholars and practitioners should explore using AR to facilitate and empower older consumers' well‐being within services and consumer research.

Augmented reality (AR) has revolutionized digital retail by bridging the online–offline gap. However, its effectiveness in the context of multiproduct recommendation contexts remains unexplored. From the perspective of cognitive load theory, we examine how an AR product presentation format interacts with the chosen recommendation strategy (separate vs. collocated) to influence consumer satisfaction. Through two controlled laboratory experiments using non‐immersive (tablet‐based) and immersive (head‐mounted) AR technologies, we demonstrate that the effectiveness of AR in enhancing consumer satisfaction is contingent on the selected recommendation strategy. Specifically, AR significantly reduces cognitive effort and enhances consumer satisfaction in collocated recommendation scenarios, where multiple products are presented together. However, this advantage is reduced for separate product recommendations, which challenges the assumption that AR universally enhances product presentation effectiveness. Our findings advance theoretical understanding of the boundary conditions of AR in digital retail and provide practical insights for retailers implementing AR‐enhanced recommendation systems. This research contributes to both cognitive load theory and the digital retail literature by identifying the contextual factors that moderate the impact of AR on consumer cognitive processing and satisfaction.

We examine whether the phrasing of financial literacy test questions affects the test scores of women and men. To this end, we developed three language versions of a well‐known set of financial literacy questions: feminized, masculinized, and neutral. We then surveyed a large, representative sample of adult Poles (N = 4389), with respondents randomly assigned to one of these three language versions. Using item response theory (IRT), we examined how female and male respondents answered the questions and scored on the financial literacy test, depending on the language version. We found that both women and men performed differently contingent on the phrasing of questions. Through our analysis, we identified a subset of questions free from language bias. Utilizing this language bias‐resistant set, we assessed financial literacy levels for both genders. Even in this language bias‐resistant shortened test, a significant gender gap favoring men persisted, with a difference of 0.775 on the standardized scale. In a series of alternative models, we found that the gender gap in financial literacy was noticeably smaller when feminized language was used compared to both masculinized language and the language bias‐resistant version of the test. This study confirms the existence of a gender gap in financial literacy but suggests that its magnitude may be overestimated when masculinized language is utilized in testing instruments.

Over the past decade, marketing has witnessed progressive growth in parasocial interaction research. An idea initially rooted in media and communication literature has gradually evolved within the marketing sphere since the early 2000s. Despite its fundamental integration into marketing, a comprehensive domain‐specific systematic literature review on this topic remains absent. Considering this, we undertook a systematic literature review, analyzing 117 articles indexed in the ABDC list, covering a period of the past two and a half decades. With the main objective to explore the existing literature by examining the theoretical development, characteristics, and methodological trends using the TCCM approach, the study aims to establish a foundation for future research while elucidating relationships between various constructs across diverse contexts. The review highlights the role of parasocial interaction in influencer marketing, celebrity endorsements, branding, live streaming, consumer behavior, and chatbots, among other domains. By offering a current synopsis of the research within parasocial interaction and the future research directions, this study is anticipated to function as a useful resource to aid researchers in further exploration of parasocial interaction research.

As the economies of countries across the world seek to rebound from the disruptions of the COVID‐19 pandemic, many consumers are facing unprecedented levels of inflation. The purpose of this study was to investigate the extent to which rising inflation and declining purchasing power, coupled with increases in the cost of goods, lead to sustainable consumption behavior, specifically regarding apparel. Using a qualitative approach, in‐depth interviews were conducted with Iranian female consumers who self‐identified as having a high level of involvement with and interest in apparel products. Positioning inflation as an economic threat, findings indicate that participants formed new consumption habits that allowed them to adapt to the threat, including focusing on caring for already owned products and buying the domestic apparel brands increasingly offered within the market. However, at the same time, participants sought to maintain a focus on their appearance, despite higher costs, in order to adhere to social expectations and cultural norms, thereby providing them further motivation to adapt to the threat. Further research on the role of inflation in shaping sustainable consumption behaviors is needed, as it would provide greater insight into the ways consumers and markets adapt to economic uncertainty.

This study investigates circularity in service‐dominant (SD) logic within sharing economy platforms (SEPs), focusing on how perceived ethics influence customer co‐creation and commitment. It further explores the mediating roles of trust and reciprocity and the moderating effect of brand identification. Data from 365 SEP users were analyzed via partial least squares structural equation modeling (PLS‐SEM). Results demonstrate that perceived ethics positively affect trust and reciprocity, which subsequently strengthen customers' willingness to co‐create. Trust and reciprocity emerged as pivotal mediators, while brand identification significantly moderated their effects on co‐creation. By emphasizing the role of ethical perceptions in fostering trust‐based collaboration and illustrating how brand identification amplifies these relationships, this research advances theoretical understanding of circularity in service ecosystems. The findings contribute novel insights to the services marketing literature, particularly regarding ethical imperatives, trust‐reciprocity dynamics, and circular customer‐platform interactions in SEPs.

The existing literature on human–computer interactions is rich in studies on how consumers interact with brands on social media. However, there is a gap in the research on consumers' responses to the language style of social media branded messages. Therefore, this study aims to analyze e‐retailers' Twitter (now X) posts through text analysis to identify the content attributes that are most effective in generating higher numbers of retweets. R software was used for the data extraction and analysis of 28,737 tweets posted by e‐retailers in India. We used a variety of text analysis approaches, including retweet analysis, hashtag analysis, word cloud, network analysis, and sentiment analysis to analyze the collected tweets. We observed that tweets that included questions, product names, and promotional activities attracted better retweets, and that hashtags coupled with campaigns, products, and events were dominant. On average, positively charged tweets (specifically commanded by trust) were three times more popular than negative tweets. The four most prominent themes emerging in our network analysis are help and support, contests, discounts and offers, and query handling and resolution, which induce positive intentions among online shoppers towards e‐retailers. Our findings offer insights into how e‐retailers can improve their Twitter (X) activities to engage their audiences.

Neuromarketing has triggered significant attention in recent years, due to its potential to uncover the mechanisms that drive consumer behavior. The purpose of the current study is twofold. First, the study addresses the fragmented literature in neuromarketing, examining its methodological orientations (tools and techniques). Second, using the Stimulus‐Organism‐Response (SOR) framework, the study develops a conceptual framework for identifying activations in brain areas associated with a consumer's behavioral response (outputs) to various stimuli (inputs), as they relate to core marketing concepts (product, price, place, and promotion). Building on 208 scientific publications from the SCOPUS database and adopting an integrative review approach, scientific bibliographic data was used in combination with traditional content analysis to characterize the focal concept, techniques, contributions, future potential, and relevance. The study integrates the SOR framework to explore how individual‐level sensory stimuli influence subsequent behavioral responses through the mediation of the four core pillars of the marketing mix; a combination that represents a novel contribution to the existing literature. The study infers that neuromarketing insights greatly enhance each component of the marketing mix. Consumer emotional reactions, attention allocation, and decision‐making processes are illuminated by neuroscientific approaches, guiding product creation, pricing tactics, and promotional activities. Furthermore, these strategies give insight into how to improve brand perception and consumer engagement across several channels and touchpoints. The study presents future research directions in the form of themes, methodology, and context (TMC).

While existing consumer research has widely used individuals' wealth and income levels as objective measures of social status, little is known about how individuals' experiences and feelings about their financial situations impact their perception of subjective social status. To address this gap, the current research delves into the relationship between individuals' feelings of financial constraint and inferences of social status, by introducing power distance belief (PDB) as a key factor. Further, we examine how subjective social status, established through the interaction between financial constraints and PDB, influences preferences for purchase types in the realm of consumer decision‐making. Among individuals with high PDB, feelings of financial constraint increase the relative preferences for material over experiential purchases, while this effect is attenuated among those with low PDB. The results of three experiments support our hypotheses and identify the underlying mechanism. Our findings thus offer an initial answer as to how feelings of financial constraint shape consumers' status‐related decisions and behaviors, highlighting the critical role of PDB in this dynamic.

Given the pivotal role that IoT technologies play in revolutionizing industries and enhancing everyday connectivity, this study aims to unravel the key factors driving individual intention to adopt IoT while also identifying the obstacles that may impede their acceptance. This study consolidates existing research findings by conducting a comprehensive meta‐analysis. The authors performed a meta‐ analysis of 92 articles, resulting in 96 observations from a combined sample of 30,024 respondents. This study introduces an integrated framework that combines theoretical frameworks and empirical data to elucidate the complex dynamics underpinning individual IoT intention across a spectrum of diverse settings. It underscores that user intention is highly context‐specific, necessitating consideration of both technological attributes and psychological influences. We identified 18 constructs as antecedents of intention to use IoT derived from the theory of reasoned action/planned behavior, technology acceptance model, unified theory of acceptance and use of technology, and IS success model. Out of these 18 constructs, 16 were found to be significant, and the key factors influencing intention to use IoT were found to be habit, performance expectancy, service quality, social influence, and attitude. To investigate the potential reasons for contradictory findings across studies, a subgroup analysis was conducted. This study attempted to understand the role of methodological moderators (sample size, publication type, year of publication), cultural and economic moderators (culture, economic level) and theoretical moderators (innovation level, digital readiness level). Thus, analyzing the variability in effect sizes across existing studies offers a critical opportunity to uncover the factors that drive differences in the relationship between individual intentions to adopt IoT. Practically, this meta‐analysis gives useful information for companies looking to increase individual adoption of IoT. Businesses may increase IoT adoption by making it more habitual, user‐friendly, useful, and attractive. This article offers a comprehensive analysis of IoT intention, highlighting its advantages and challenges, and proposes avenues for future research in the context of consumer studies.

Shared consumption has emerged as an alternative consumption paradigm. Nevertheless, many sharing platforms struggle to generate adequate demand. Despite the rapidly growing literature on shared consumption, the focus has been on its adoption, reflecting a pro‐innovation bias. There exists an evident gap: an oversight of consumers' resistance to this alternative consumption model. This study aims to address this gap by examining the barriers that impede the adoption of shared consumption. The proposed conceptual model integrates innovation resistance theory and status quo bias theory to empirically validate the intertwined role of active and passive resistance components and, thus, provides a more nuanced understanding of shared consumption resistance. Responses from 417 participants were analysed using partial least squares structural equation modelling, revealing that complexity barriers, non‐monetary costs of sharing, perceived financial loss, status quo bias, and negative identity risk significantly contribute to shared consumption resistance. Moreover, it also highlights the role of status quo bias contributing to upward bias to active resistance components and the relationships of negative identity risk with possession‐self link and status consumption. While the insights derived from this study can be leveraged for strategic interventions to mitigate resistance and foster greater acceptance of shared consumption, few future research avenues have also been highlighted.

This research investigates the interactive effect of price discounts and prosocial identity on charitable contributions. Across three experiments (N = 810), we examine how price discount tactics that temporarily lower the cost of helping influence individuals' charitable contributions. We demonstrate that price discounts reduce charitable contributions, particularly among individuals with high prosocial identity. Our results further show that this reduction is driven by diminished trust in the charity, stemming from negatively impacted perceptions of its sincerity and transparency. However, when price discounts were accompanied by clear information on how donations would be used and the necessity of the promotion, individuals with high prosocial identity did not respond negatively. These findings provide practical insights for nonprofits considering the use of marketplace promotional tools in their fundraising efforts, highlighting potential challenges and offering strategies to mitigate backlash while maintaining donor trust and engagement.

Brand evangelism has become an increasingly relevant concept in consumer–brand relationship research, yet existing studies remain fragmented, lacking a structured synthesis of its antecedents, mechanisms, and outcomes. This study conducts a systematic literature review (SLR) to consolidate current knowledge on brand evangelism, identify key thematic clusters, and highlight research gaps. Using the Antecedents, Decisions, and Outcomes and Theories, Contexts, and Methods frameworks, aligned with the Scientific Procedures and Rationales for Systematic Literature Reviews protocol, this review provides a comprehensive understanding of brand evangelism. A bibliometric analysis of 41 articles, supported by thematic mapping, reveals four primary research clusters: brand‐centric relational evangelism, green evangelism, social media evangelism, and emotional evangelism. The findings contribute to both theory and practice by offering a structured research agenda and strategic insights for fostering brand evangelism. This study serves as a foundational resource for scholars and practitioners, guiding future research, and managerial applications in brand evangelism.

Artificial intelligence service agent (AISA) anthropomorphism is increasingly applied in service situations to deliver consumers a more personalized service experience. Extensive research has explored it over the past decade. However, the body of knowledge about this domain remains fragmented due to the lack of a comprehensive review. This paper aims to understand the domain through a framework‐based systematic literature review approach. We conducted an in‐depth analysis of 149 peer‐reviewed articles retrieved on April 25, 2024. Significant results include (a) analyzing research profiling (i.e., publication, journal, citation, and country analysis), (b) synthesizing findings based on the theories‐contexts‐characteristics‐methods (TCCM) framework, and (c) proposing future research agendas based on the TCCM framework. The present review concludes that research in the domain is experiencing rapid growth, evidenced by an increasing number of citations, a wide range of publications in reputable journals, and a notable surge in international collaboration. Furthermore, AISA anthropomorphism affects outcomes related to the AISA, the product, the brand, and even the company via cognitive, affective, and social mediators. Service‐, AISA‐, and consumer‐related factors moderate these effects. Based on the gap analysis, we propose future research directions. Our review advances the research domain of AISA anthropomorphism affecting consumer responses. It offers valuable insights for practitioners on effectively deploying anthropomorphic AISAs to serve consumers in appropriate contexts.

The large‐scale expansion of vehicle‐to‐grid (V2G) technology requires the full support of electric vehicle (EV) users. However, existing studies lack a comprehensive review of V2G technology acceptance, especially the preferences and attitudes of potential consumers. To this end, our study conducts a systematic literature review to understand V2G acceptance behaviour and explore its future research directions. By reviewing 87 related literatures, we obtain key information about V2G adoption in terms of publication trends, keywords, theories, contexts, methods, antecedents, decisions, and outcomes. Results show that the antecedents mainly influencing V2G acceptance are those related to the product (e.g., battery life and EV flexibility), the individual (e.g., range anxiety and risk awareness), and the economy (e.g., V2G costs). The three most important decisions for V2G acceptance are the intention to join an aggregator, the decision to sign a contract, and the willingness to support EVs. The outcome with the most votes for V2G acceptance is its impact on energy, in particular by enhancing grid flexibility, efficiency, and stability. In addition, the research context is primarily focused on the United States, China, and the Netherlands, with a notable lack of studies from other countries. Based on these results, we also further discuss potential research directions for V2G acceptance.

Although prior research has explored the relationship between religiosity and sustainable consumption in East versus West cross‐cultural contexts, it has presented mixed findings. To gain a clearer and deeper understanding of the relationship between religiosity, spirituality and sustainable consumption such as green purchase intention, we conducted three studies in three diverse eastern cultures, namely India, Japan and Bangladesh, with different breakdowns of religious affiliations. With a focus on educated urban adults in three eastern nations, we extended the theory of planned behaviour by exploring the differential relationships of spirituality, religiosity, green self‐identity (GSI) and individual‐level cultural values on consumers' green purchase intention. We further explored the religiosity and GSI relationship and tested the mediation effect of Schwartz's personal values in Bangladesh and India. Spirituality generally positively influences green purchase intention across cultures, while religiosity's impact varies significantly, being negative in India, positive in Bangladesh and insignificant in Japan. The religiosity–sustainability pathway is also different for Bangladesh and Japan. The study explains the need for marketers to consider consumers' religiosity and spirituality as well as their cultural values and personal values in tailoring value propositions and positioning green products and communication programmes.

Technology‐based innovation is critical to new product development in today's rapidly advancing technological landscape. However, while customer participation (CP) is recognized as a key factor in driving successful innovation, the impact of varying levels of CP on consumer behavioral intentions, particularly within the context of technology‐based innovation, remains underexplored. This study examines how different levels of CP in the development process of innovative products influence the behavioral intentions of nonparticipating consumers. The findings from four experiments indicate that, at lower levels of CP, consumer behavioral intentions increase with higher levels of technology‐based innovation; however, this effect diminishes as CP increases. Specifically, perceived risk mediates this relationship, with the effect being more pronounced in higher‐complexity product categories and less so in lower‐complexity products, suggesting that product complexity acts as a boundary condition. This study extends existing research by identifying perceived risk as a key mechanism through which CP in technology‐based innovation shapes consumer behavioral intentions. Our findings offer both theoretical and practical implications for researchers and marketers.

Online shopping cart abandonment (OSCA) rates are high and represent a high potential loss of revenues for online vendors. In this context, this work innovates by investigating whether and how affect is related to OSCA. This follows the vast evidence on the role of affect in explaining consumer behavior. Moreover, drawing on the hierarchical model for the effect of stable individual characteristics on individuals' behavior and attitudes, we propose that the relationship between affect and OSCA is mediated by (decisional and online) procrastination. The aims of the study are accomplished through an experimental study (Study 1: N1 = 112), in which we manipulate individuals' emotions and, subsequently, measure their likelihood of engaging in OSCA. In a second study, we designed a survey (Study 2: N2 = 311) to test whether procrastination mediated the relationship between affect and OSCA. The results suggest that, compared to individuals high on negative affect, those with higher levels of positive affect are less likely to leave products on shopping carts (Study 1). The findings also suggest that while trait positive affect contributes to decreasing OSCA through decisional and online procrastination, trait negative affect is linked with an increase in OSCA as individuals engage in decisional and online procrastination (Study 2). Hence, this study delivers a relevant contribution to existing knowledge by being the first to look at how positive and negative affect relate to OSCA. Moreover, the study also provides several managerial implications for firms to build more customer‐driven online activities and, thereby, mitigate OSCA.

The current study aims to explore consumers' sustainable consumption behavior (SCB) patterns within the framework of 7Rs, namely Reduce, Reuse, Recycle, Respect, Rethink, Reflect, and Redistribute. Also, the study examined whether SCBs vary among Baby Boomers, Gen‐Xs, Gen‐Ys, and Gen‐Zs. A series of in‐depth interviews were conducted with 96 individuals, 24 representing each generation. The data were analyzed using Content Analysis. The analysis results verified the major themes of the 7Rs and revealed related sub‐themes. Besides, a novel theme was unveiled and labeled as “Reproduce” as the 8th R, which is also verified for all generations. By investigating the sub‐themes of the 8Rs, remarkable intergenerational differences were discovered. This research highlights the variety of understandings underpinning the SCBs among different generations and contributes to the existing literature by expanding the SCBs framework to the 8Rs with a more comprehensive qualitative approach focusing on highly diversified types of sustainable behaviors.

This study explored the conceptualization, dimensional structure, and measurement of artificial intelligence (AI) social responsibility in the consumer market. Data were collected through semi‐structured in‐depth interviews with 32 respondents. A grounded theory research approach was employed to construct a structural model of AI social responsibility that included the dimensions of ethics, safety, applicability, credibility, and reflexivity. Subsequently, an exploratory factor analysis was conducted on 305 questionnaire data collected through an online survey as well as a confirmatory factor analysis on 325 questionnaire data. The analyses led to the development of an AI social responsibility scale consisting of 18 items and demonstrating good reliability and validity. Moreover, using structural equation modeling, strong nomological validity was demonstrated. The results indicated that AI social responsibility and its dimensions significantly predicted flow experience and experience satisfaction. The findings enhance understanding of the conceptual meaning and dimensional structure of AI social responsibility in the consumer market, as well as provide a psychometrically reliable and valid measurement tool for use in future research. Furthermore, the findings not only facilitate the design and implementation of AI technologies, but they also offer crucial insights for companies and their stakeholders to devise and refine AI social responsibility strategies and other marketing tactics—thereby augmenting CSR 3.0 management practices.

This study explores how the perceived unfairness of negative word of mouth (NWOM) leads to favorable attitudes toward a product using a model that accounts for the mediation of empathy. We extend the literature by including the influence of prior attitude and consumption orientation (utilitarian or hedonic) in the framework. Three experimental studies with different degrees of unfairness are conducted to calibrate the model using the multigroup structural equation modeling (MGSEM) approach. We confirm that perceived unfairness evokes empathetic responses in NWOM receivers. The latter subsequently induces favorable post attitudes toward a product but only for highly unfair NWOM. Furthermore, prior attitude reinforces this effect by increasing empathy. However, consumption orientation does not appear to affect the above relationships significantly. The implications for eliciting benefits from NWOM are discussed.

In recent years, minimalism has become a trend and garnered academics and practitioners' interest. Consumer minimalism encourages mindful consumption and promotes concern for protecting the environment by reducing excessive purchases. Drawing on psychological ownership theory, this paper uses three studies to examine the interplay between consumer minimalism, psychological ownership, the ascription of responsibility towards the environment, and anticipated guilt in the context of furniture rental consumption behavior. Study 1 used Instagram post data to capture the latest trends in furniture rental on Instagram. In contrast, Study 2 (experiment) and Study 3 (survey) examined the mediation and moderation effects between consumer minimalism and rental consumption behavior. This study enriches the scarce literature on alternative consumption models by integrating the theory of psychological ownership with consumer minimalism and examining moderating roles of the ascription of responsibility and anticipated guilt.

This study explores the relationship between female conspicuous consumption behaviors and mating goals (i.e., mate attraction or mate guarding) from an evolutionary psychology perspective as well as male response and attitude toward these behaviors. Study 1 demonstrates that females with high power are more likely to engage in conspicuous consumption under mate‐guarding conditions, whereas those with low power are more inclined to do so under mate‐attraction conditions. Study 2 reveals that males associate females who prefer luxury brands with higher financial expectations from their partners and that conspicuous consumption may deter males' affiliative behaviors. Additionally, males tend to perceive females as more authentic when their conspicuous consumption aligns with their level of power, enhancing their perceptions of physical attractiveness and eliciting more positive reactions. Conversely, if there is a discrepancy between female power and consumption behavior, males respond negatively. These insights not only contribute to the fields of evolutionary and consumer psychology by illustrating how consumer behaviors can be interpreted through the lens of human mating strategies but also inform marketing strategies. The current research suggests that understanding the underlying motivations for consumer preferences for luxury goods can lead to more effective marketing approaches and open new avenues for research on the evolutionary psychology of human mating.