Abstract
The marketing function extends beyond the realm of goods and services. Scientific ideas must also be properly marketed using appropriate persuasion strategies. Evolutionary psychology suffers from an image problem amongst marketing scholars, many of whom remain uninterested at best and hostile at worst in applying the evolutionary lens within their research programs. This is in part due to a poor understanding of key tenets of evolutionary psychology coupled with an animus toward the framework rooted in several recurring cognitive and affective hindrances. The reality is that innumerable theoretical, epistemological, methodological, and applied benefits would accrue to marketing academics and practitioners alike by adopting the evolutionary framework within the science and practice of marketing.
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