Hi everybody this is Gatsad when I was developing my research and at the

intersection of evolutionary psychology and consumer behavior one of the research areas that I was very keen on developing is how our hormones affect our

consummatory acts and so I had collaborated with a couple of graduate students of

mine one of whom I worked on the effects of testosterone on

conspicuous of consumption on testosterone.

So you know you put a young male in a fancy car or in a beaten up car what happens at the

testosterone levels and if you also see a man who who is seeing another man

engaging in a conspicuous act.

What happens to their testosterone level?

So that was a paper that I had published back in 2009

with John Bungas, who is currently a professor at Ethica College. The other stream that I had worked on with

Eric Stenstrom, who is a professor now at Miami University of Ohio,

was looking at the effects of the menstrual cycle on women's behaviors, for example, their food-related behaviors and preferences, their

beautification practices, the idea being that beautification practices link

up to the mating module, whereas food-related issues relate to the survival module.

So one is natural selection, one is natural selection one is sexual selection but an ink and that was a

I we published that paper in 2012 and so the reason why I was very interested in doing these works is because it made it a lot more difficult for people who were

who had animus towards biological based thinking to say oh, it's it must be due to socialization, here's an alternative explanation for your findings.

When you are collecting physiological measures and hormonal-based effects, it becomes a lot more difficult to

to argue that it's not due to biology and so on and so that was the the

impetus of my wanting to you know introduce all of these hormonal studies within consumer behavior.

And there's now been a growing number of papers that are looking at hormones within various areas of

...