The chapter discussed the evolutionary perspective. It is important to note that this viewpoint attracts a lot of debate, sometimes heated and biting, among consumer researchers. The advocates argue that deep-seated evolutionary motives influence much modern behavior, in particular protection motives, such as avoiding physical harm or disease, and social motives, such as affiliation, acceptance, and status; acquiring and keeping a mate; and caring for family. The critics argue that it is overly simplistic to view humans as wired to have survival or reproduction instincts and that our genes and predispositions cannot in and of themselves explain many of our behaviors. What do you think?