In this highly informative and entertaining book the founder of the vibrant new field of evolutionary consumption illuminates the relevance of our biological heritage to our daily lives as consumers. While culture is important the author shows that innate evolutionary forces deeply influence the foods we eat the gifts we offer the cosmetics and clothing styles we choose to make ourselves more attractive to potential mates and even the cultural products that stimulate our imaginations such as art music and religion. The book demonstrates that most acts of consumption can be mapped onto four key Darwinian drivesnamely survival we prefer foods high in calories reproduction we use products as sexual signals kin selection we naturally exchange gifts with family members and reciprocal altruism we enjoy offering gifts to close friends. The author further highlights the analogous behaviors that exist between human consumers and a wide range of animals.For anyone interested in the biological basis of human behavior or simply in what makes consumers tickmarketing professionals advertisers psychology mavens and consumers themselvesthis is a fascinating read.