Biology · Science · Psychology

Gad Saad

“Nothing in consumer behavior makes sense except in the light of evolution.”



Dr. Gad Saad obtained a B.Sc. (Mathematics and Computer Science) and M.B.A. from McGill University, and an M.S. and Ph.D. from Cornell University.

Saad has been professor of marketing at Concordia University since 1994. He is associate editor for the journal Evolutionary Psychology, and an advisory fellow for the Center for Inquiry-Canada.

His research provides new understanding into what kinds of marketing and advertising are likely to be effective. According to Saad, successful products cater to our biological heritage, successful marketing and advertising send messages our biological make-up and DNA make us already prone to accept.

The drive to reproduce ourselves affects our consumer choices in myriad ways, including the cars we drive and the cosmetics we use. Dr. Saad explains that buying and driving a Ferrari or any expensive sports car is the human male’s equivalent of displaying a peacock’s tail in order to attract females while women are become more concerned with beauty products and services, during the fertile phase of their cycles, in an unconscious biological drive to improve their position in the mating market. Hormones, in both men and women, affect consumer behavior.

Saad has been awarded with several awards. Today, he writes in his blog “Homo Consumericus.” His media appearances include Adam Carolla Interview, Joe Rogan interview, Reason TV interview and Kill Mag interview.

Participation in CDI:

  • 2015

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