Integrating an evolutionary perspective of “self-concept” in consumer research
- Resource Type
- JOURNAL
- Authors
- Das, Parthasarathi; Pingali, Venugopal
- Source
- Journal of Consumer Marketing, 2022, Vol. 39, Issue 7, pp. 779-799.
- Subject
- e-conceptual-paper
Conceptual paper
cat-MARK
Marketing
cat-MRCB
Market research/consumer behaviour
Self-cybernetics
Self-concept
Evolutionary psychology
Framework
- Language
- English
- ISSN
- 0736-3761
Purpose The purpose of the study is to propose a framework for understanding the dynamism of the human self-system from evolutionary and socio-psychological perspective. The study aims to help scholars interested to use an evolutionary lens for examining consumer behaviour. Design/methodology/approach Relying on the principle of self-cybernetics, the study proposed a general framework explaining the operating mechanism of human self-system. The proposed framework incorporates the socio-psychological and the evolutionary perspective of the human self-concept. Findings The framework may help consumer scholars to integrate socio-psychological and evolutionary theories to produce novel and testable hypotheses. Originality/value To the best of the authors’ knowledge, this is the first attempt to propose a framework based on the principle of cybernetics to facilitate the use of an evolutionary lens in consumer research.