Gad Saad

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Gad Saad
Gad Saad 2010 JMSB Faculty Portrait 7175 web
Saad in Feb 2011
Born 1964 (age 50–51)
Occupation Professor
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 is an evolutionary behavioral scientist at the John Molson School of Business (Concordia University, Montreal, Quebec, Canada) who is known for applying evolutionary psychology to marketing and consumer behaviour.[1] He holds the Concordia University Research Chair in Evolutionary Behavioral Sciences and Darwinian Consumption (2008–2018)[2] and has a blog at Psychology Today titled Homo Consumericus.[3]


Early Life and Education[edit]

Saad was born in 1964 in Beirut, Lebanon to a Jewish family. His family emigrated to Montreal, Quebec, Canada in October 1975 to escape the Lebanese civil war.[4] 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.[5] Saad's doctoral adviser was the mathematical/cognitive psychologist and behavioral 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.[6] He is associate editor for the journal Evolutionary Psychology, and an advisory fellow for the Center 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,[7][8] how testosterone levels affect various forms of risk-taking,[9][10][11] and how hormones in the menstrual cycle affect buying decisions,[12][13] Another line of research has involved gift giving, including how men and women differ in why they give.[14][15][16][17]

Honours and Awards[edit]

  • Distinguished Teaching Award - John Molson School of Business (2000)[18]
  • Hot Professor - Maclean's Magazine (2001 and 2002)[19]
  • Darwinism Applied Award - AEPS (2014)[20]



  • Saad, G. (2011). The Consuming Instinct: What Juicy Burgers, Ferraris, Pornography, and Gift Giving Reveal About Human Nature. Amherst, NY: Prometheus Books. Book review[21]
  • Saad, G. (Ed.) (2011). Evolutionary Psychology in the Business Sciences. Springer: Heidelberg, Germany. Book review[22][23]
  • Saad, G. (2007). The Evolutionary Bases of Consumption. Mahwah, NJ: Lawrence Erlbaum. Book review[24]

Selected journal articles[edit]

  • The framing effect when evaluating prospective mates: An adaptationist perspective. Evolution and Human Behavior. (2014).[25]
  • Evolutionary consumption. Journal of Consumer Psychology. (2013).[26]
  • Future of evolutionary psychology. Futures. (2011).[27]
  • The Effect of Conspicuous Consumption on Men’s Testosterone Levels. Organizational Behavior and Human Decision Processes. (2009).[28]
  • Sex Differences in the Ultimatum Game: An Evolutionary Psychology Perspective. Journal of Bioeconomics. (2001).[29]

Selected popular articles[edit]

  • The Consuming Instinct. The Wall Street Journal.[30]
  • Should secular societies accommodate religious belief? The Huffington Post.[31]

Selected media mentions[edit]

  • Homo administrans. The Economist.[32]
  • When it comes to choosing mates, women and men often get framed. Forbes.[33]
  • How your period dictates your spending habits. Chatelaine.[34]
  • Dating: Women believe what they hear about a guy's reputation. Time.[35]
  • This is for you, dear, but it's all about me. The New York Times.[36]

Selected media appearances[edit]

  • Gad Saad life documentary[37]
  • Adam Carolla interview[38]
  • Joe Rogan Experience[39]
  • Reason TV interview[40]
  • Kill Mag interview[41]
  • The Rubin Report interview [42]


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  7. ^ Saad, Gad; Vongas, John G. (2009). "The effect of conspicuous consumption on men’s testosterone levels". Organizational Behavior and Human Decision Processes 110 (2): 80–92. doi:10.1016/j.obhdp.2009.06.001. 
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  9. ^ 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 behaviors". Personality and Individual Differences 51 (4): 412–416. doi:10.1016/j.paid.2010.07.003. 
  10. ^ 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. 
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  12. ^ 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. doi:10.1016/j.jcps.2011.10.001. 
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  14. ^ 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. 
  15. ^ 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. 
  16. ^ 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. 
  17. ^ 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. 
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  25. ^ Saad, G.; Gill, T. (2014). "The framing effect when evaluating prospective mates: An adaptationist perspective". Evolution and Human Behavior 35 (3): 184–192. doi:10.1016/j.evolhumbehav.2014.01.002. 
  26. ^ Saad, G. (2013). "Evolutionary consumption". Journal of Consumer Psychology 23: 351–371. doi:10.1016/j.jcps.2013.03.002. Retrieved 22 January 2015. 
  27. ^ Saad, G. (2011). "Futures of evolutionary psychology". Futures 43 (8): 725–728. doi:10.1016/j.futures.2011.05.015. Retrieved 22 January 2015. 
  28. ^ Saad, Gad; Vongas, John G. (2009). "The effect of conspicuous consumption on men’s testosterone levels". Organizational Behavior and Human Decision Processes 110 (2): 80–92. doi:10.1016/j.obhdp.2009.06.001. 
  29. ^ Saad, Gad; Gill, Tripat (2001). "Sex Differences in the Ultimatum Game: An Evolutionary Psychology Perspective". Journal of Bioeconomics 3 (2-3): 171–193. doi:10.1023/A:1020583425623. 
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External links[edit]