Biology and consumer behaviour Biology and consumer behaviour Consumer behaviour is the study of the motivations surrounding a purchase of a product or service. It has been linked to the field of psychology, sociology and economics in attempts to analyse when, why, where and how people purchase in the way that they do. However, little literature has considered the link between our consumption behaviour and the basics of our being, our biology. Segmentation by biological-driven demographics such as sex and age are already popular and pervasive in marketing. As more knowledge and research is known, targeting based on consumers' biology is of growing interest
Evolution of human intelligence it is difficult to study in prehistoric societies. Since 2005, scientists have been evaluating genomic data on gene variants thought to influence head size, and have found no evidence that those genes are under strong selective pressure in current human populations. The trait of head size has become generally fixed in modern human beings. While decreased brain size has strong correlation with lower intelligence in humans, some modern humans have brain sizes as small as Homo Erectus but normal intelligence (based on IQ tests) for modern humans. Increased brain size in humans may allow for greater capacity for specialized expertise.