An evolutionary approach studies the evolutionary history and adaptive utility of behavior. This chapter discusses what it means to take an evolutionary approach to the study of human behavior and the significance of using an evolutionary lens to generate testable predictions about identity. The authors begin with an overview of the primary insights of evolutionary theory. They discuss how an evolutionary approach can inform identity research by considering: (1) the evolutionary age of different identities; and (2) how variation in the environment and social worlds of our ancestors forged adaptations that influence identity categorization and signaling. They suggest new research predictions generated from an evolutionary-informed view of identity and identity-driven consumer behavior.
Institutional Login
Log in with Open Athens, Shibboleth, or your institutional credentials
Personal login
Log in with your Elgar Online account
-
Front Matter
-
Part I: The Identity Salience Principle
-
Part II: The Identity Association Principle
-
Part III: The Identity Verification Principle
-
Part IV: The Identity Conflict Principle
-
Part V: The Identity Relevance Principle
