The Saad Truth About Sex, Cars, and Consumers

Gad Saad is an evolutionary behavioral scientist who is a professor of marketing at Concordia University in Canada. He’s also an associate editor of the journal Evolutionary Psychology and writes a popular blog for Psychology Today. Some have called him part of the “intellectual dark web”, a diverse group of heterodox academics who are willing to tack against the prevailing winds of thought conformity on today’s college campuses.

Saad applies the principals of evolutionary biology to consumers, but he uses the word consumers in its broadest definition, not just buyers, as humans make many choices about how we use many things. One area of his research has been how hormones affect consumers and also how consuming can affect hormones, in both sexes. For example, when men drive Porsches, their testosterone levels go up.

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Study: Men Prefer Brighter, Bolder Car Colors More Than Women

A recent study by iSeeCars.com shows men prefer brighter, bolder car colors — orange, brown and yellow — compared to women, who preferred more neutral colors such as gold, silver and beige. The study analyzed more than 25 million used cars and 200,000 shoppers.

Orange was the big polarizer for 2014; men were 25 percent more likely to pick that color than women. Last year’s popular picks for men, red and black, fell out of the top three this year in favor of brown and yellow.

Women’s picks of gold, silver and beige may have more to do with the segment in which females traditionally shop. iSeeCars said men’s interest in muscle cars can help explain the palette preferences.

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Quote Of The Day: Rogue Or Rouge Edition
“The Krom Rogue will look a little more masculine,” said while standing alongside a prototype black Krom model at Nissan’s North American…
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  • GregLocock That's a bodge, not a solution. Your diff now has bits of broken off metal floating around in it.
  • The Oracle Well, we’re 3-4 years in with the Telluride and right around the time the long term durability issues start to really take hold. This is sad.
  • CoastieLenn No idea why, but nothing about a 4Runner excites me post-2004. To me, they're peak "try-hard", even above the Wrangler and Gladiator.
  • AZFelix A well earned anniversary.Can they also attend to the Mach-E?
  • Jalop1991 The intermediate shaft and right front driveshaft may not be fully engaged due to suspected improper assembly by the supplier. Over time, partial engagement can cause damage to the intermediate shaft splines. Damaged shaft splines may result in unintended vehicle movement while in Park if the parking brake is not engagedGee, my Chrysler van automatically engages the parking brake when we put it in Park. Do you mean to tell me that the idjits at Kia, and the idjit buyers, couldn't figure out wanting this in THEIR MOST EXPENSIVE VEHICLE????