Gad Saad

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Gad Saad
Gad Saad 2010 JMSB Faculty Portrait 7175 web.jpg
Saad in June 2010
Born (1964-10-13) October 13, 1964 (age 52)
Beirut, Lebanon
Occupation University professor
YouTube celebrity
Nationality Canadian
Alma mater McGill University
Cornell University
Genre Non-fiction
Subject Consumer behaviour, evolutionary psychology, decision making
Notable works The Evolutionary Bases of Consumption
The Consuming Instinct
Evolutionary Psychology in the Business Sciences
Relatives Ariel Helwani (nephew)

Gad Saad (born October 13, 1964) is a Lebanese-Canadian evolutionary behavioural scientist at the John Molson School of Business (Concordia University, Montreal, Quebec, Canada)[1] who is known for applying evolutionary psychology to marketing and consumer behaviour.[2][3] He holds the Concordia University Research Chair in Evolutionary Behavioural Sciences and Darwinian Consumption (2008–2018)[4] and has a blog at Psychology Today titled Homo Consumericus.[5]


Early life and education[edit]

Saad was born in 1964 in Beirut, Lebanon, to a Jewish family. His family fled to Montreal, Quebec, Canada in October 1975 to escape the Lebanese Civil War and Antisemitism.[6] He obtained a B.Sc. (Mathematics and Computer Science) and M.B.A. from McGill University, and an M.S. and Ph.D. from Cornell University.[7] Saad's doctoral adviser was the mathematical/cognitive psychologist and behavioural decision theorist Edward Russo.

Career and research[edit]

Saad has been a professor of marketing at Concordia University since 1994. During this time he has also held visiting professorships at Cornell University, Dartmouth College, and the University of California, Irvine.[8] He is associate editor for the journal Evolutionary Psychology, and an advisory fellow for the Centre for Inquiry Canada.

One line of research that Saad has been exploring is how hormones affect consumers and the decisions they make. Examples of this research include how showy products affect testosterone levels,[9][10] how testosterone levels affect various forms of risk-taking,[11][12][13] and how hormones in the menstrual cycle affect buying decisions.[14][15] Another line of research has involved gift giving, including how men and women differ in why they give.[16][17][18][19]

Media Presence[edit]

Saad also has a YouTube series titled "The Saad Truth" in which he makes videos on critiques of political correctness, the ideology of multiculturalism, Postmodernism, third-wave feminism, the ideology of Islam, safe-spaces and trigger warnings.[20][21] His guests have included Hamed Abdel-Samad, Jerry Coyne, Steven Crowder, Hazem Farraj, Tarek Fatah, Sara Haider, Sam Harris, Gavin McInnes, Douglas Murray, Jordan Peterson,[22] Tommy Robinson, Dave Rubin, Anthony Scaramucci, Christina Hoff Sommers, Robert Spencer, David Wood, and Milo Yiannopoulos.

Honours and awards[edit]



  • Saad, G. (2011). The Consuming Instinct: What Juicy Burgers, Ferraris, Pornography, and Gift Giving Reveal About Human Nature. Amherst, NY: Prometheus Books. Book review[25]
  • Saad, G. (ed.) (2011). Evolutionary Psychology in the Business Sciences. Springer: Heidelberg, Germany. Book review[26][27]
  • Saad, G. (2007). The Evolutionary Bases of Consumption. Mahwah, NJ: Lawrence Erlbaum. Book review[28]

Selected journal articles[edit]

  • "The framing effect when evaluating prospective mates: An adaptationist perspective". Evolution and Human Behavior. (2014).
  • "Evolutionary consumption". Journal of Consumer Psychology. (2013).
  • "Future of evolutionary psychology". Futures. (2011).
  • "The Effect of Conspicuous Consumption on Men’s Testosterone Levels". Organizational Behavior and Human Decision Processes. (2009).[9]
  • "Sex Differences in the Ultimatum Game: An Evolutionary Psychology Perspective". Journal of Bioeconomics. (2001).

Articles and interviews[edit]

Saad has been profiled in the The Wall Street Journal,[29] The Huffington Post, .[30] His views have also been mentioned in The Economist,[31] Forbes,[32] Chatelaine,[33] Time,[34] and The New York Times.[35]

Saad's life story was documented by the Télévision française de l'Ontario.[36] He appeared on #WeThePeople Podcast with Josh Zepps and the Waking Up Podcast with Sam Harris. He was interviewed by Adam Carolla[37] in Kill Mag and on Reason TV. He was featured on three episodes of The Joe Rogan Experience and on Talk Nerdy with Cara Santa Maria.[38] He was interviewed on The Rubin Report[39] and on The Drunken Peasants Podcast.


  1. ^ "Do Great Minds Think Alike? The Impact Of Culture On Your Creative Thinking Skills". Medical Daily, May 22, 2015 By Lizette Borreli
  2. ^ "Do human instincts explain what we buy, and why we want it?". The Globe and Mail. Toronto. 13 July 2011. 
  3. ^ "Does It Feel Better To Give Or Receive A Gift?". Popular Science, By Daniel Engber. November 17, 2015
  4. ^ anonymous. "Dr. Gad Saad, BSc'88, MBA'90". 
  5. ^ "Homo Consumericus". Psychology Today. 
  6. ^ "Story Profile - Passages Canada". 
  7. ^ "Gad Saad". 
  8. ^ "Faculty". 
  9. ^ a b Saad, Gad; Vongas, John G. (2009). "The effect of conspicuous consumption on men's testosterone levels". Organizational Behaviour and Human Decision Processes. 110 (2): 80–92. doi:10.1016/j.obhdp.2009.06.001. 
  10. ^ "Testosterone drives men to buy fast cars". CBC News. 14 October 2009. 
  11. ^ Stenstrom, Eric; Saad, Gad; Nepomuceno, Marcelo; Mendenhall, Zack (2011). "Testosterone and domain-specific risk: Digit ratios (2D:4D and rel2) as predictors of recreational, financial, and social risk-taking behaviours". Personality and Individual Differences. 51 (4): 412–416. doi:10.1016/j.paid.2010.07.003. 
  12. ^ Stenstrom, Eric; Saad, Gad. "Testosterone, Financial Risk-Taking, and Pathological Gambling". Journal of Neuroscience, Psychology, and Economics. 4 (4): 254–266. doi:10.1037/a0025963. 
  13. ^ "Le succès au bout de l'index -". 
  14. ^ Saad, Gad; Stenstrom, Eric (2011). "Calories, beauty, and ovulation: The effects of the menstrual cycle on food and appearance-related consumption.". Journal of Consumer Psychology. 22: 102–113. doi:10.1016/j.jcps.2011.10.001. 
  15. ^ "8 Dating Lies Men And Women Tell". Huffington Post. 26 March 2013. 
  16. ^ Laroche, Michel; Saad, Gad; Browne, Elizabeth; Cleveland, Mark; Kim, Chankon (2000). "Determinants of In-Store Information Search Strategies Pertaining to a Christmas Gift Purchase.". Canadian Journal of Administrative Sciences. 17 (1): 1–19. doi:10.1111/j.1936-4490.2000.tb00203.x. 
  17. ^ Laroche, Michel; Saad, Gad; Cleveland, Mark; Browne, Elizabeth (2000). "Gender Differences in Information Search Strategies for a Christmas Gift.". Journal of Consumer Marketing. 17 (6): 500–522. doi:10.1108/07363760010349920. 
  18. ^ Laroche, Michel; Saad, Gad; Kim, Chankon; Browne, Elizabeth (2000). "A Cross-Cultural Study of In-Store Information Search Strategies for a Christmas Gift". Journal of Business Research. 49 (2): 113–126. doi:10.1016/S0148-2963(99)00008-9. 
  19. ^ Gad Saad, Tripat Gill (2003). "An evolutionary psychology perspective on gift giving among young adults". Psychology and Marketing. 20 (9): 765–784. doi:10.1002/mar.10096. 
  20. ^ "Intellectually Sterile Universities are Causing Idea Allergies". Steve Stankevicius. Mar 8, 2016
  21. ^ "YouTube’s monetization policy is anti-free speech". The Concordian, Alexander Cole. September 20, 2016
  22. ^ "Montreal professor known as ‘The Gadfather’ argues against political correctness". Toronto Star, Giuseppe Valiante. Canadian Press. Oct. 30, 2016
  23. ^ a b Profile at Concordia
  24. ^ Archived February 19, 2015, at the Wayback Machine.
  25. ^ "Nonfiction Book Review: The Consuming Instinct: What Juicy Burgers, Ferraris, Pornography, and Gift Giving Reveal About Human Nature by Gad Saad. Prometheus, $25 (340p) ISBN 978-1-61614-429-6". 
  26. ^ Patrick A. Stewart. "Book Review: Evolutionary Psychology in the Business Sciences". Politics and the Life Sciences / Fall 2013 / pg(s) 130-133. 
  27. ^ "The Consuming Instinct by Gad Saad. Published by Prometheus Books, 2011 in New York, NY.". Psychology & Marketing. 30: 293. doi:10.1002/mar.20605. 
  28. ^ "DEFINE_ME_WA". 
  29. ^ "The Consuming Instinct". The Wall Street Journal. 21 June 2011. 
  30. ^ "Should Secular Societies Accommodate Religious Beliefs?". Huffington Post. 21 January 2015. 
  31. ^ "Homo_Administrans". The Economist. 25 September 2010. 
  32. ^ DiSalvo, David. "When It Comes To Choosing Mates, Women And Men Often Get Framed". Forbes. 
  33. ^ Flannery Dean. "How your period dictates your spending habits". Chatelaine. 
  34. ^ "Love is Marketing: Women Reject Men Based on Hype". Time. 
  35. ^ Friedman, Richard A. (7 December 2004). "This Is for You, Dear, But It's All About Me". The New York Times. 
  36. ^ "Gad Saad". TFO Education. 
  37. ^ "Dr. Gad Saad". 
  38. ^ Talk Nerdy with Cara Santa Maria #75. 16 August 2015. 
  39. ^ "Gad Saad Interview: Sam Harris, Atheism, Political Correctness". Ora TV. 

External links[edit]