The purpose of the study is to propose a framework for understanding the dynamism of the human self-system from evolutionary and socio-psychological perspective. The study aims to help scholars interested to use an evolutionary lens for examining consumer behaviour.
Relying on the principle of self-cybernetics, the study proposed a general framework explaining the operating mechanism of human self-system. The proposed framework incorporates the socio-psychological and the evolutionary perspective of the human self-concept.
The framework may help consumer scholars to integrate socio-psychological and evolutionary theories to produce novel and testable hypotheses.
To the best of the authors’ knowledge, this is the first attempt to propose a framework based on the principle of cybernetics to facilitate the use of an evolutionary lens in consumer research.
