Gad Saad

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Gad Saad
Gad Saad 2010 JMSB Faculty Portrait 7175 web.jpg
Saad in Feb 2011
Born 1964 (age 51–52)
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 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,[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]



  • 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).[7]
  • Sex Differences in the Ultimatum Game: An Evolutionary Psychology Perspective. Journal of Bioeconomics. (2001).[28]

Selected popular articles[edit]

  • The Consuming Instinct. The Wall Street Journal.[29]
  • Should secular societies accommodate religious belief? The Huffington Post.[30]

Selected media mentions[edit]

  • Homo administrans. The Economist.[31]
  • When it comes to choosing mates, women and men often get framed. Forbes.[32]
  • How your period dictates your spending habits. Chatelaine.[33]
  • Dating: Women believe what they hear about a guy's reputation. Time.[34]
  • This is for you, dear, but it's all about me. The New York Times.[35]

Selected media appearances[edit]

  • Gad Saad life documentary[36]
  • Adam Carolla interview[37]
  • Joe Rogan Experience[38]
  • Reason TV interview[39]
  • Kill Mag interview[40]
  • The Rubin Report interview [41]
  • The Drunken Peasants Podcast [42]


  1. ^ "Do human instincts explain what we buy, and why we want it?". The Globe and Mail (Toronto). 13 July 2011. 
  2. ^ anonymous. "Dr. Gad Saad, BSc'88, MBA'90". 
  3. ^ "Homo Consumericus". Psychology Today. 
  4. ^ "Story Profile - Passages Canada". 
  5. ^ "Gad Saad". 
  6. ^ "Faculty". 
  7. ^ a b 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. 
  8. ^ "Testosterone drives men to buy fast cars". CBC News. 14 October 2009. 
  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. 
  11. ^ "Le succès au bout de l'index -". 
  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. 
  13. ^ "8 Dating Lies Men And Women Tell". Huffington Post. 26 March 2013. 
  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. 
  18. ^
  19. ^
  20. ^
  21. ^ "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". 
  22. ^ "An Error Occurred Setting Your User Cookie". 
  23. ^ "The Consuming Instinct by Gad Saad. Published by Prometheus Books, 2011 in New York, NY.". 
  24. ^ "DEFINE_ME_WA". 
  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; 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. 
  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. ^ Joe Rogan Experience #519 - Gad Saad. YouTube. 7 July 2014. 
  39. ^ Consumerism, Sex, Advertising, and Human Nature: A Talk With Evolutionary Psychologist Gad Saad. YouTube. 15 November 2011. 
  40. ^ Excerpts from 'The Consuming Instinct' by Gad Saad. 
  41. ^ "Gad Saad Interview: Sam Harris, Atheism, Political Correctness". Ora TV. 
  42. ^ "Gad Saad on Drunken Peasants Episode #159". 

External links[edit]