(book review) Spent

Spent: Sex, Evolution and Consumer Behavior by Geoffrey Miller
Penguin Group, NY-USA, 2009

Geoffrey Miller is a evolutionary psychologist and is the author of 'The Mating Mind'. In 'Spent', the author applies the principles of evolutionary psychology to today's consumer culture. He examines the consumer culture from the lens of a psychologist and reasons as to why we buy the things we do and what factors help us make a purchase. He states that the things a consumer buys is a strong indicator of his/her personality and that the things people buy, display or associate with exhibit our desirability to mates, friends or family members.

He starts from the basic human instincts and examines the shopping psychology of people from all age groups and stratas.  He reasons why people purchase the products they do, why some products appeal to a certain section of people and why they fail with others. He reasons why revamping a product or brand attitude, or a certain advert affects the sales of a product.  He infers messages that people give out when they buy a certain brand/ product – For example: People who buy a Honda are cautious people whereas people who buy a Lincoln prefer tradition. He tells us why people like to be associated with certain brands, why some brands become aspirations and why some brands go down the drain.

Though this book is a easy read and entertaining, it feels highly academic in few of its parts. Miller complains that the consumer culture is not really analyzed from a psychologist's point of view – a thing that is necessary in addition to the market research and consumer insights. He goes into great depths to analyze today's American shopping scenario and to discuss various human traits that are evident in shopping as well as mating.

Overall, the book is interesting and I like the way Miller peels layer by layer the human psyche and the consumer culture. The book is gripping and thought provoking. It is a book that will keep one thinking for a long time after reading it. Moreover, Miller has a great sense of humor and I liked his writing style. After reading so many books on consumer behavior from branding, advertising, marketing, economic and design points of view, this book is really refreshing!