Why consumers have everything but happiness: An evolutionary mismatch perspective

Abstract

The modern marketplace has made consumers' lives better in many ways, offering a multitude of affordable conveniences and luxuries. Why, then, is the prevalence of physical and mental health deficits higher than any other time in history? Here, we articulate an evolutionary mismatch perspective-the idea that the environment we live in has changed dramatically in a short period of time, but the human body and mind have not changed. Consumers' evolved body and mind are interacting with the modern world as if it was an ancestral environment that existed thousands of years ago, leading to many negative outcomes. We discuss three evolutionary mismatches that contribute to or compound consumer vulnerability to disease and dissatisfaction with life. We review emerging research and propose future directions that inform effective strategies to mitigate illness and enhance wellbeing.

Keywords: Consumer wellbeing; Digital marketing; Evolutionary psychology; Mental health; Mismatch; Stress.