Michael Nicholson is a consumer psychologist and Professor of Strategic Marketing at Durham University, specialising in evolutionary decision-making, brand strategy, and inclusive, accessible marketing.Sarah Hong Xiao is a consumer psychologist and Professor of Marketing at Durham University, where she is Head of the Department of Management and Marketing, specialising in consumer learning, behaviour analysis, and AI-driven marketing.

• 1. The PRIMAL Consumer: Why Evolution Sells 2. Food and Drink: Fuelling the PRIMAL Fire 3. Clothing and Fashion: Dressing the Parts 4. Beauty and Grooming: Vanity as Strategy 5. Health and Well-Being: Evolutionary Self-Care 6. Hygiene and the Household: Invisible Enemies 7. Toys and Games: PRIMAL Play 8. House and Home: Our Modern Caves 9. Technology: Where Ancient Becomes Modern 10. Transport: Moving Minds and Fuelling Desires 11. Personal Finances: Resources, Resources, Resources! 12. PRIMAL Marketing: Past and Future Tenses

Michael Nicholson is a consumer psychologist and Professor of Strategic Marketing at Durham University, specialising in evolutionary decision-making, brand strategy, and inclusive, accessible marketing.Sarah Hong Xiao is a consumer psychologist and Professor of Marketing at Durham University, where she is Head of the Department of Management and Marketing, specialising in consumer learning, behaviour analysis, and AI-driven marketing.

• 1. The PRIMAL Consumer: Why Evolution Sells 2. Food and Drink: Fuelling the PRIMAL Fire 3. Clothing and Fashion: Dressing the Parts 4. Beauty and Grooming: Vanity as Strategy 5. Health and Well-Being: Evolutionary Self-Care 6. Hygiene and the Household: Invisible Enemies 7. Toys and Games: PRIMAL Play 8. House and Home: Our Modern Caves 9. Technology: Where Ancient Becomes Modern 10. Transport: Moving Minds and Fuelling Desires 11. Personal Finances: Resources, Resources, Resources! 12. PRIMAL Marketing: Past and Future Tenses

Michael Nicholson is a consumer psychologist and Professor of Strategic Marketing at Durham University, specialising in evolutionary decision-making, brand strategy, and inclusive, accessible marketing.Sarah Hong Xiao is a consumer psychologist and Professor of Marketing at Durham University, where she is Head of the Department of Management and Marketing, specialising in consumer learning, behaviour analysis, and AI-driven marketing.

• 1. The PRIMAL Consumer: Why Evolution Sells 2. Food and Drink: Fuelling the PRIMAL Fire 3. Clothing and Fashion: Dressing the Parts 4. Beauty and Grooming: Vanity as Strategy 5. Health and Well-Being: Evolutionary Self-Care 6. Hygiene and the Household: Invisible Enemies 7. Toys and Games: PRIMAL Play 8. House and Home: Our Modern Caves 9. Technology: Where Ancient Becomes Modern 10. Transport: Moving Minds and Fuelling Desires 11. Personal Finances: Resources, Resources, Resources! 12. PRIMAL Marketing: Past and Future Tenses