Living Reference Work Entry

Encyclopedia of Evolutionary Psychological Science

pp 1-5

Date: Latest Version


  • Jose C. YongAffiliated withSingapore Management University Email author 
  • , Norman P. LiAffiliated withSingapore Management University


Advertisements; Research methods; Data


Advertisements, which are widely available, can provide insights into the evolved preferences of target audiences and serve as a useful supplement to other methods in evolutionary psychology research.


Advertisements present an important source of data for evolutionary psychologists. Advertising is ubiquitous in our fast-paced, modern world, and people living in urban places are exposed to hundreds, if not thousands, of advertisements daily. Yet, little research exists that describes how advertisements can be prudently utilized. This chapter discusses how advertisers create content that strategically exploits consumers’ values and preferences and how advertising content can provide insights into various aspects of our evolved psychology.

Advertising: More Than Meets the Eye

Advertising refers to a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take action, either now ...

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