Evolutionary psychology: New perspectives on sport marketing?

Aaron C.T. Smith, Bob Stewart

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish
Pages (from-to)265-276
Number of pages12
JournalInternational Journal of Sport Management and Marketing
Issue number3-4
Publication statusPublished - Dec 2010
Externally publishedYes


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