ABSTRACT
The sex drive, probably the most basic and powerful motive experienced by humans or other living creatures, has fundamental impact on various decisions and behaviours (Darwin, 1871; Miller, 1999, 2000; Trivers, 1972). In this chapter, we review four areas in previous research on sex drive theories and their eects on consumer decision making, namely: (1) mating motives in evolutionary psychology, (2) ovulation as an adaptive mating motive, (3) sex as rewards, and (4) sexual appeal and persuasion.
