Evolutionary motives and food behavior modeling in romantic relationships

• Published in: Journal of business research 2020-11, Vol.120, p.509-519
• Main Authors: Richerson, Rob, Mead, James A., Li, Wenjing
• Format: Article
• Language: English
• Subjects: Analysis; Business schools; Evolutionary motives; Food choice; Food habits; Food modeling; Gender differences; Logistics; Marketing; Mate acquisition; Mate retention; Parenting
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2019.04.031

This research examines the influence of evolutionary motives on the modeling of food behavior. Across three studies, we demonstrate that the evolutionary motives of mate acquisition and mate retention influence relationship partners to model the food behaviors of their eating partners. We show that females, but not males, model the food behavior of an opposite sex eating partner under a mate acquisition evolutionary motive, while males, but not females, model the food behavior of an opposite sex eating partner under a mate retention evolutionary motive. Finally, we demonstrate that neither sex models food behavior under a parenting evolutionary motive. For marketers and policymakers, we offer recommendations for increasing the effectiveness of promotions targeted to couples or families. •Evolutionary motives can influence food behavior modeling of romantic partners.•An active mate acquisition motive leads females to model male food behavior.•An active mate retention motive leads males to model female food behavior.•Neither sex models food behaviors under an active parenting motive.•This pattern of influence can be used to increase the effectiveness of promotions.