Open AccessAn Evolutionary Based Theory Of Attitudes: New Insights Into Marketplace Behavior
Author(s) -
Robert F. Lusch,
Jack A. Lesser
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v5i4.6337
Subject(s) - mainstream , evolutionary theory , consumer behaviour , psychology , evolutionary psychology , marketing , positive economics , social psychology , economics , epistemology , business , philosophy , theology
Theories of evolution appear to contribute to an understanding of marketing phenomena, particularly consumer attitude formation. An assumption which underlies evolutionary theories, and is not predicted by other mainstream attitude theories, is examined, tested and found to be supported. The implications of evolutionary theories on attitude theory, behavioral models used in marketing, and the management of the firm, are discussed.