Welcome to my Homo Consumericus site at Concordia’s John Molson School of Business. Whereas my primary objective is to apply evolutionary theory in understanding consumption and marketing phenomena, I pursue a larger mandate namely the application of Darwinian theorizing across a very broad range of research streams.

My approach is both multidisciplinary and multi-method as evidenced by the varied works that I conduct with my graduate students. Some studies have been physiological based (e.g., collecting salivary assays for measuring testosterone levels). Others have utilized computer interfaces for tracking decision-making styles of monozygotic and dizygotic twins. In other instances, we have conducted content analyses on products of popular culture (e.g., song lyrics). Surveys, panels, and experiments are also within our toolbox of methodological approaches.

Irrespective of whether a problem is best tackled at the theoretical and/or empirical levels using primary and/or secondary data, as long as it is interesting and can be tackled from an evolutionary perspective, I am potentially excited to explore it!

Thank you for visiting my web site. Please feel free to contact me should you be interested in further discussing any of my research streams.

Dr. Gad Saad
Associate Professor &
Concordia University Research Chair