Title: Evolutionary Psychology: new perspectives on sport marketing?

Authors: Aaron C.T. Smith, Bob Stewart

Addresses: RMIT Business, RMIT University, Melbourne, Vic, 3000 Australia. ' Victoria University, School of Human Movement, Recreation and Performance, P.O. 14428 Melbourne, Vic 8001 Australia

Abstract: 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.

Keywords: evolutionary psychology; consumer psychology; sports fans; fan behaviour; sport marketing; sport consumption.

DOI: 10.1504/IJSMM.2010.037508

International Journal of Sport Management and Marketing, 2010 Vol.8 No.3/4, pp.265 - 276

Received: 15 Feb 2009
Accepted: 25 Feb 2009
Published online: 14 Dec 2010 *

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