Implications of the New Darwinism For Consumer Theory and Research in Relation to the Human Face

This paper compares the resurgence of theory and research on the human face to earlier accounts based on the modern 'sciences' of physiognomy and phrenology. The different approaches are compared and contrasted with respect to: innateness; degeneracy versus averageness; particularity versus universalism and stereotyping. These ideas are then critiqued and their potential contribution to consumer research is discussed in relation to assumptions about the social construction of images, stereotyping and tacit processes in image recognition.


John Desmond (2011) ,"Implications of the New Darwinism For Consumer Theory and Research in Relation to the Human Face", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 201-206.


John Desmond, St Andrews University


E - European Advances in Consumer Research Volume 9 | 2011

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