By understanding human nature and its evolutionary journey through the ages, we can decipher why Starbucks or Coca-Cola is so much more than consumer product, what they mean in people's minds, and the stories associated with them. Thus, it becomes possible to understand consumption behavior. In the game of life, one had to survive first. Later, he adapted to the problems he encountered in his environment and developed various calculation mechanisms for the problems he would experience in the future. These mechanisms, shaped by the biological foundations of human beings and their relationships in social life, lie under the decision-making processes of today's consumers. The business and marketing world can decide which communication will be conveyed at a universal level or alternative strategies by considering the human being together with his historical adventure and the cultural meanings he imposes on his environment. It can ensure customer satisfaction and determine which advertising messages to include in markets from different cultures. Today we still live among modern tribes, and at the same time, as evolutionary psychology states, we do not come into the world with an empty mind. We build our social relationships on computational mechanisms that we have acquired over the years. In order to respond with scientific precision to the consumption behavior of humans, who are such a complex creature in the information age, we use large databases and try to uncover various triggers. In our "Data-Based Behavioral Marketing" course, we will examine the findings of evolutionary psychology and talk about the importance of developing social data technologies for marketing strategies to understand consumption behavior.

 

Reference

 

1. İnsanlarda ve Hayvanlarda Baskınlık ve Saldırganlık, Henry R. Hermann. The Kitap. 

 2. https://www.nirandfar.com/the-secret-marketing-power-of-evolutionary-psychology/