[메디컬리포트=Liza Tan 기자] With Valentine's day on the horizon, many commonly suffuse their romantic thoughts with a criticism of consumerism.But where does evolution come into play?
There are many reasons to blame the marketing departments at tens of thousands of corporations for the Valentine's holiday, which many view as little more than an opportunity for companies to prey on the human predisposition toward romance.The inescapable reality, however, is that it would not be an effective ploy were people not wired a certain way.
Evolutionary psychologists look at human behavior as the primary explanation for the ritualistic and very traditional way human beings approach romance.The creation of ritual that reinforces the animalistic desire to mate is inevitable to such an extent that getting rid of Valentine's Day would only yield the creation of another similar holiday in due time.
The mental traits that pushed previous generations of human beings to procreate, evolutionary psychologists claim, are traits that also encourage people to comply with tradition as a means to copulate.The rituals of "love" are often seen as obstacles by many, yet they are arguably an unconscious attempt on the part of the human race to follow a step-by-step avenue to reproduction.
Some theorize that there may have been human beings of previous generations who lacked the mental traits to encourage reproduction, which inevitably led to their extinction, whereas those with the mating genes are all that remain today.
Gad Saad, an evolutionary psychologist and Concordia University professor of marketing in Montreal, Canada, explains it this way: "Ultimately, the Valentine's ritual is one in which all of these Darwinian imperatives are manifesting themselves. I mean, it's a marketer-created event, but that ultimately pulls at our Darwinian strings."[메디컬리포트=Liza Tan 기자]