Sex drive and consumer decision making

Authored by: Rui Chen , Maggie Wenjing Liu

Routledge International Handbook of Consumer Psychology

Print publication date:  November  2016
Online publication date:  November  2016

Print ISBN: 9781138846494
eBook ISBN: 9781315727448
Adobe ISBN: 9781317539940


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The sex drive, probably the most basic and powerful motive experienced by humans or other living creatures, has fundamental impact on various decisions and behaviours (Darwin, 1871; Miller, 1999, 2000; Trivers, 1972). In this chapter, we review four areas in previous research on sex drive theories and their effects on consumer decision making, namely: (1) mating motives in evolutionary psychology, (2) ovulation as an adaptive mating motive, (3) sex as rewards, and (4) sexual appeal and persuasion.

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