Kristina M. Durante and Gad Saad
Aziza C. Jones, Kristina M. Durante and Vladas Griskevicius
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.