Vladas Griskevicius

University of Minnesota | UMN · Carlson School of Management

Being able to control oneself in emotionally upsetting situations is essential for good relationship functioning. According to life history theory, childhood exposure to harshness and unpredictability should forecast diminished emotional control and lower relationship quality. We examined this in three studies. In Studies 1 and 2, greater childhood...

Background Many sustainability initiatives are successful and produce results that benefit the environment. However, others miss the mark and fail to produce the desired outcome. Past research has typically focused on understanding why initiatives fail, without first considering differences in how they fail. Focus of the Article This manuscript is...

The age to which people expect to live likely drives many important consumer decisions. Yet, we know surprisingly little about the antecedents and consequences of consumers’ subjective life expectancies. In the present work, we propose that subjective life expectancy is influenced by the combination of people’s childhood environment and their curre...

Loss aversion is the tendency to be more sensitive to losses than comparable gains. Recent work has shown that men's loss aversion can change when they have a currently activated mating motivation. The current research examined whether women's sensitivity to loss might be influenced by the hormones that regulate fertility, which are known to activa...

Research in marketing often begins with two assumptions: that consumers are able to choose among desirable products, and that they have sufficient resources to buy them. However, many consumer decision journeys are constrained by a scarcity of products and/or a scarcity of resources. We review research in marketing, psychology, economics and sociol...

Jealousy is a complex, dynamic experience that unfolds over time in relationship-threatening situations. Prior research has used retrospective reports that cannot disentangle initial levels and change in jealousy in response to escalating threat. In three studies, we examined responses to the Response Escalation Paradigm (REP)—a 5-stage hypothetica...

The influence of social norms on behavior has been a longstanding storyline within social psychology. Our 2007 Psychological Science publication presented a new rendition of this classic telling. The reported field experiment showed that social norms could be leveraged to promote residential energy conservation, but importantly, the descriptive nor...

Although growing up in an adverse childhood environment tends to impair cognitive functions, evolutionary-developmental theory suggests that this might be only one part of the story. A person’s mind may instead become developmentally specialized and potentially enhanced for solving problems in the types of environments in which the person grew up....

Do parents favor some children over others? The overwhelming majority of parents state that they treat their children equally, but parents rarely track their spending on each child. We investigate in four studies whether mothers and fathers favor specific children depending on the biological sex of the child. Evidence from the field, laboratory, an...

An evolutionary theoretical approach considers the adaptive function of behavior. Here we discuss what it means to use an evolutionary approach to generate predictions about consumer behavior and the value of applying an evolutionary lens to the study of consumer psychology. We begin with a discussion of the core insights of evolutionary theory and...

In this commentary, we address three questions: (1) How might outcomes be affected by the variation in the level of deprivation, rather than the average level of deprivation? (2) Could there be differences in the subjective perception of the same risk as either intrinsic or extrinsic, depending on people's socioeconomic status (SES)? (3) What other...

According to attachment theory, being securely attached to one’s primary caregiver early in life should be related to personality adulthood. However, no studies to date have investigated this key premise using prospective data. To address this gap, we discuss evolutionary-based models of attachment and use them to examine how secure versus insecure...

In this commentary, we address two questions: (1) Is the drive in many young men to gain status and amass resources, which frequently entails direct competition with members of outgroups, one of the key variables underlying the CLASH model? (2) Why is there so much variation in reactive aggression/violence between people living in the same environm...

According to life history theory, sociosexual orientations in adulthood should be affected by an individual’s early childhood environment. Highly predictable (stable) environments should increase the potential fitness benefits of long-term (slow) mating strategies as well as the potential costs of short-term (fast) mating strategies. Experiencing a...

Can socioeconomic status in childhood influence desire for health coverage in adulthood? We develop and test a model that yielded two sets of findings across five experiments. First, people who grew up poor were generally less interested in health coverage compared to those who grew up wealthy. This effect was independent of people’s current level...

An evolutionary theoretical approach considers the adaptive function of behavior. This article discusses what it means to use an evolutionary approach to generate predictions, and discusses two specific evolutionarily informed theories that have uncovered novel insights into consumer behavior. First, the fundamental motives framework highlights the...

Prior research indicates that being reared in stressful environments is associated with earlier onset of menarche in girls. In this research, we examined (a) whether these effects are driven by exposure to certain dimensions of stress (harshness or unpredictability) during the first 5 years of life and (b) whether the negative effects of stress on...

Life history theory suggests that individual differences in parenting are partially rooted in environmental conditions experienced early in life. Whereas certain conditions should promote increased investment in parenting, unpredictable and/or harsh environments should promote decreased investment in parenting, especially in men. We tested this hyp...

Can growing up in a stressful childhood environment enhance certain cognitive functions? Drawing participants from higher-income and lower-income backgrounds, we tested how adults who grew up in harsh or unpredictable environments fared on 2 types of executive function tasks: inhibition and shifting. People who experienced unpredictable childhoods...

Although parents often try not to favor one child, we examine whether specific environmental factors might bias parents to favor children of one sex over the other. This research draws on theory in evolutionary biology suggesting that investment in female versus male offspring depends on resource availability. Applying this to consumers, a series o...

When it comes to sexual competition, men and women play somewhat different games. To understand why, it helps to step back and consider our species in the context of elephants, pygmy shrews in Madagascar, and clownfish that change sex as they mature. From studying the wide range of vertebrate life histories, biological theorists have extracted a se...

Past research shows that men respond to women differently depending on where women are in their ovulatory cycle. But what leads men to treat ovulating women differently? We propose that the ovulatory cycle alters women's flirting behavior. We tested this hypothesis in an experiment in which women interacted with different types of men at different...

Physical attractiveness is most commonly presumed to be an exogenous characteristic that influences people's feelings, perceptions, and behavior across myriad types of relationships. We investigate the opposite prediction in which feelings toward other people influence the perceptions of others' attractiveness. Focusing specifically on subordinates...

Each month, millions of women experience an ovulatory cycle that regulates fertility. Previous consumer research has found that this cycle influences women's clothing and food preferences. The authors propose that the ovulatory cycle actually has a much broader effect on women's economic behavior. Drawing on theory in evolutionary psychology, the a...

Can we better understand modern consumer behavior by examining its links to our ancestral past? We consider the underlying motives for consumption and choice from an evolutionary perspective. We review evidence that deep-seated evolutionary motives continue to influence much modern behavior, albeit not always in obvious or conscious ways. These fun...

The commentaries raise questions about modularity, and about the evidence required to establish evolutionary influences on behavior. We briefly discuss evidence leading evolutionary psychologists to assume that human choices reflect evolutionary influences, and to assume some degree of modularity in human information processing. An evolutionary per...

Each month, many women experience an ovulatory cycle that regulates fertility. Although research has found that this cycle influences women's mating preferences, we proposed that it might also change women's political and religious views. Building on theory suggesting that political and religious orientation are linked to reproductive goals, we tes...

Diversification of resources is a strategy found everywhere from the level of microorganisms to that of giant Wall Street investment firms. We examine the functional nature of diversification using life-history theory-a framework for understanding how organisms navigate resource-allocation trade-offs. This framework suggests that diversification ma...

From rising obesity and soaring health care costs to escalating violence and environmental degradation, contemporary society faces many challenges. Are there policies that are naturally effective in changing the behaviors that produce these problems? In this article, the authors examine some of the roots of socially problematic behavior by taking a...

Just as modern economies undergo periods of boom and bust, human ancestors experienced cycles of abundance and famine. Is the adaptive response when resources become scarce to save for the future or to spend money on immediate gains? Drawing on life-history theory, we propose that people's responses to resource scarcity depend on the harshness of t...

From rising obesity and soaring health care costs to escalating violence and environmental degradation, contemporary society faces many challenges. Are there policies that are naturally effective in changing the behaviors that produce these problems? In this article, the authors examine some of the roots of socially problematic behavior by taking a...

Consumer psychologists have devoted a great deal of research to understanding human social influence processes. Research on social influence could be enriched by incorporating several evolutionary principles, and viewing social influence processes through an adaptationist lens. Our central argument is that different social relationships are associa...

The primary purpose of our target article was to stimulate further interest in and research on consumer decision-making in close relationships. In this response, we discuss some of the major comments provided by each set of commentators by highlighting their main points, clarifying some misconceptions, and explaining why our dyadic framework is a l...

Most research on consumer choice assumes that decisions are usually made by individuals, and that these decisions are based on an individual's personal attitudes, beliefs, and preferences. Yet, much consumer behavior—from joint decisions to individual choices—is directly or indirectly shaped by people with whom we have some relationship. In this ta...

Although consumer spending typically declines in economic recessions, some observers have noted that recessions appear to increase women's spending on beauty products--the so-called lipstick effect. Using both historical spending data and rigorous experiments, the authors examine how and why economic recessions influence women's consumer behavior....

Why do some women pursue relationships with men who are attractive, dominant, and charming but who do not want to be in relationships--the prototypical sexy cad? Previous research shows that women have an increased desire for such men when they are ovulating, but it is unclear why ovulating women would think it is wise to pursue men who may be unfa...

How can evolved human nature be leveraged to help eliminate or alleviate environmental problems? The authors examine the evolutionary bases of destructive and ecologically damaging human behavior. They propose that many modern environmental and social problems are caused or exacerbated by five adaptive tendencies rooted in evolutionary history: (1)...

Although the ratio of males to females in a population is known to influence behavior in nonhuman animals, little is known about how sex ratio influences human behavior. We propose that sex ratio affects women's family planning and career choices. Using both historical data and experiments, we examined how sex ratio influences women's career aspira...

Much research shows that people are loss averse, meaning that they weigh losses more heavily than gains. Drawing on an evolutionary perspective, we propose that although loss aversion might have been adaptive for solving challenges in the domain of self-protection, this may not be true for men in the domain of mating. Three experiments examine how...

According to a recent evolutionary life history model of development proposed by Ellis, Figueredo, Brumbach, and Schlomer (2009), growing up in harsh versus unpredictable environments should have unique effects on life history strategies in adulthood. Using data from the Minnesota Longitudinal Study of Risk and Adaptation, we tested how harshness a...

Much research shows that people are loss-averse, meaning that they weigh losses more heavily than gains. From an evolutionary perspective, loss aversion would be expected to increase or decrease as a function of adaptive context. For example, loss aversion could have helped deal with challenges in the domain of selfprotection, but would not have be...

Although one might think that evolution has little to do with modern consumer behaviour, a closer inspection of our ancestral roots can provide much insight into why we buy. An evolutionary perspective suggests that we interact with our present-day world using brains that evolved to solve a recurring set of ancestral challenges. Accordingly, a grow...

This article proposes an evolutionary model of risky behavior in adolescence and contrasts it with the prevailing developmental psychopathology model. The evolutionary model contends that understanding the evolutionary functions of adolescence is critical to explaining why adolescents engage in risky behavior and that successful intervention depend...

We explored a novel reciprocity-based influence strategy to stimulate cooperation called the reciprocity-by-proxy strategy. Unlike in traditional reciprocity, in which benefactors provide direct benefits to target individuals to elicit reciprocity, the reciprocity-by-proxy strategy elicits in the target a sense of indebtedness to benefactors by pro...

The ratio of males to females in a population is an important factor in determining behavior in animals. We propose that sex ratio also has pervasive effects in humans, such as by influencing economic decisions. Using both historical data and experiments, we examined how sex ratio influences saving, borrowing, and spending in the United States. Fin...

You walk into a crowded negotiation room. Who do you notice? Who do you later remember? Do you try to fit in, or attempt to stand out from others? Do you accept the first reasonable offer, or do you balk at that offer? The answers likely depend critically on your current motivational state. Emerging evidence shows that a person’s behavior differs—s...

Recent research shows that women experience nonconscious shifts across different phases of the monthly ovulatory cycle. For example, women at peak fertility (near ovulation) are attracted to different kinds of men and show increased desire to attend social gatherings. Building on the evolutionary logic behind such effects, we examined how, why, and...

Why do some people have children early, whereas others delay reproduction? By considering the trade-offs between using one's resources for reproduction versus other tasks, the evolutionary framework of life history theory predicts that reproductive timing should be influenced by mortality and resource scarcity. A series of experiments examined how...

Why do some people take risks and live for the present, whereas others avoid risks and save for the future? The evolutionary framework of life history theory predicts that preferences for risk and delay in gratification should be influenced by mortality and resource scarcity. A series of experiments examined how mortality cues influenced decisions...

Are men or women more likely to confess love first in romantic relationships? And how do men and women feel when their partners say "I love you"? An evolutionary-economics perspective contends that women and men incur different potential costs and gain different potential benefits from confessing love. Across 6 studies testing current and former ro...

Conspicuous consumption is a form of economic behavior in which self-presentational concerns override desires to obtain goods at bargain prices. Showy spending may be a social signal directed at potential mates. We investigated such signals by examining (a) which individuals send them, (b) which contexts trigger them, and (c) how observers interpre...

Restrictive eating attitudes and behaviors have been hypothesized to be related to processes of intrasexual competition. According to this perspective, within-sex competition for status serves the adaptive purpose of attracting mates. As such, status competition salience may lead to concerns of mating desirability. For heterosexual women and gay me...

We present an evolutionary framework for examining the influence of different positive emotions on cognition and behavior. Testing this framework, we investigate how two positive emotions-pride and contentment-influence product desirability. Three experiments show that different positive emotions (compared with a neutral control condition) have spe...

Four thoughtful commentaries identify important issues and insights pertaining to the pyramid of needs presented by Kenrick, Griskevicius, Neuberg, and Schaller (2010, this issue). Here, we offer additional thoughts on some of these issues and insights, with an emphasis on the logical implications that result from an evolutionary analysis of fundam...

Maslow's pyramid of human needs, proposed in 1943, has been one of the most cognitively contagious ideas in the behavioral sciences. Anticipating later evolutionary views of human motivation and cognition, Maslow viewed human motives as based in innate and universal predispositions. We revisit the idea of a motivational hierarchy in light of theore...

Much research has found that positive affect facilitates increased reliance on heuristics in cognition. However, theories proposing distinct evolutionary fitness-enhancing functions for specific positive emotions also predict important differences among the consequences of different positive emotion states. Two experiments investigated how six posi...

Why do people purchase proenvironmental "green" products? We argue that buying such products can be construed as altruistic, since green products often cost more and are of lower quality than their conventional counterparts, but green goods benefit the environment for everyone. Because biologists have observed that altruism might function as a "cos...

Fundamental motives have direct implications for evolutionary fitness and orchestrate attention, memory, and social inference in functionally specific ways. Motivational states linked to self-protection and mating offer illustrative examples. When self-protective motives are aroused, people show enhanced attention to, and memory for, angry male str...

Because women's preferences for male masculinity reflect tradeoffs between the benefits of greater genetic health and the costs of lower paternal investment, variables that affect the importance of these costs and benefits also affect masculinity preferences. Concern about disease and pathogens may be one such variable. Here we show that disgust se...

What is a "rational" decision? Economists traditionally viewed rationality as maximizing expected satisfaction. This view has been useful in modeling basic microeconomic concepts, but falls short in accounting for many everyday human decisions. It leaves unanswered why some things reliably make people more satisfied than others, and why people freq...

Given the strength of Archer's case for a sexual selection account, he is too accommodating of the social roles alternative. We present data on historical changes in violent crime contradicting that perspective, and discuss recent evidence showing how an evolutionary perspective predicts sex similarities and differences responding in a flexible and...

What is the function of disgust? Whereas traditional models have suggested that disgust serves to protect the self or neutralize reminders of our animal nature, an evolutionary perspective suggests that disgust functions to solve 3 qualitatively different adaptive problems related to pathogen avoidance, mate choice, and social interaction. The auth...

How do arousal-inducing contexts, such as frightening or romantic television programs, influence the effectiveness of basic persuasion heuristics? Different predictions are made by three theoretical models: A general arousal model predicts that arousal should increase effectiveness of heuristics; an affective valence model predicts that effectivene...

Given the high costs of aggression, why have people evolved to act aggressively? Comparative biologists have frequently observed links between aggression, status, and mating in nonhuman animals. In this series of experiments, the authors examined the effects of status, competition, and mating motives on men's and women's aggression. For men, status...

Are people who are funny more attractive? Or does being attractive lead people to be seen as funnier? The answer may depend on the underlying evolutionary function of humor. While humor has been proposed to signal "good genes," the authors propose that humor also functions to indicate interest in social relationships-in initiating new relationships...

In 2 countries differing on individualistic–collectivistic orientation, we investigated resistance to a request made by a manager perceived as lacking personal power based on a key attribute (e.g., expertise, relationality). Results of an experiment with Polish and American participants were consistent with cultural differences in the preferred att...

There is ample evidence of the power of social influence on pro-environmental behaviors. Beliefs about the conservation behavior of others (descriptive normative beliefs) have a strong positive correlation with one's own conservation actions. However, this relationship has not been investigated much further in terms of possible moderators or involv...

Two field experiments examined the effectiveness of signs requesting hotel guests' participation in an environmental conservation program. Appeals employing descriptive norms (e.g., "the majority of guests reuse their towels") proved superior to a traditional appeal widely used by hotels that focused solely on environmental protection. Moreover, no...

The present research investigated the persuasive impact and detectability of normative social influence. The first study surveyed 810 Californians about energy conservation and found that descriptive normative beliefs were more predictive of behavior than were other relevant beliefs, even though respondents rated such norms as least important in th...

Conspicuous displays of consumption and benevolence might serve as "costly signals" of desirable mate qualities. If so, they should vary strategically with manipulations of mating-related motives. The authors examined this possibility in 4 experiments. Inducing mating goals in men increased their willingness to spend on conspicuous luxuries but not...

Despite a long tradition of effectiveness in laboratory tests, normative messages have had mixed success in changing behavior in field contexts, with some studies showing boomerang effects. To test a theoretical account of this inconsistency, we conducted a field experiment in which normative messages were used to promote household energy conservat...

Social psychology theory can be applied to such mundane purposes as encouraging guests to reuse their washroom towels. In contrast to the appeals now in use to persuade guests to reuse their towels, research found that applying the norm of reciprocation and the descriptive norm for proenvironmental action improved guests' participation in one hotel...

People often find it more difficult to distinguish ethnic out-group members compared with ethnic in-group members. A functional approach to social cognition suggests that this bias may be eliminated when out-group members display threatening facial expressions. In the present study, 192 White participants viewed Black and White faces displaying eit...

Three experiments examined how 2 fundamental social motives--self-protection and mate attraction--influenced conformity. A self-protective goal increased conformity for both men and women. In contrast, the effects of a romantic goal depended on sex, causing women to conform more to others' preferences while engendering nonconformity in men. Men mot...

Four experiments explored the effects of mating motivation on creativity. Even without other incentives to be creative, romantic motives enhanced creativity on subjective and objective measures. For men, any cue designed to activate a short-term or a long-term mating goal increased creative displays; however, women displayed more creativity only wh...

ABSTRACT—People oftenfinditmoredifficult todistinguish ethnic out-group members,compared,with ethnic in-group members.,A functional approach,to social cognition sug- gests that this bias may,be eliminated,when,out-group members,display threatening,facial expressions. In the present study, 192 White participants viewed Black and White faces displayi...

Are men or women more likely to confess love first in romantic relationships? And how do men and women feel when their partners say “I love you”? An evolutionary– economics perspective contends that women and men incur different potential costs and gain different potential benefits from confessing love. Across 6 studies testing current and former r...