Smith, Aaron C. T and Stewart, Bob (2010) Evolutionary Psychology: new perspectives on sport marketing? International Journal of Sport Management and Marketing, 8 (3/4). pp. 265-276. ISSN 1475-8962 (print) 1740-2808 (online)

Abstract

Evolutionary psychologists view the human mind as a product of evolution. This paper considers how evolutionary psychology can be employed by sport marketing practitioners to better understand sport consumption. It reviews the position and research of evolutionary psychology, explains its potential as a marketing perspective, examines its criticisms, and reveals its utility to sport marketing practitioners. The paper cautions that socio-cultural explanations for consumption behaviour should not be displaced from awareness, but at the same time, the cognitive architecture of the mind is of direct relevance to consumption behaviour and warrants further research from a sport marketing perspective.

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