Provocation is part of the method with Gad Saad. Born in Lebanon on 13 October 1964, he arrived in Montreal as a boy after his Jewish family fled the Lebanese civil war, and he has taught marketing at Concordia University’s John Molson School of Business ever since completing his doctorate.
His academic contribution is genuine and specific: he was among the first to apply evolutionary psychology to consumer behaviour, arguing that our buying, mating and status signalling all run on much older machinery than economists allow. That work produced The Evolutionary Bases of Consumption and The Consuming Instinct.
The wider public knows him from a second career as a combative public intellectual. He blogged for Psychology Today, hosts the podcast The Saad Truth, and in The Parasitic Mind he set out his case against what he sees as ideologically driven thinking in universities. Admirers call him fearless, critics call him reductive, and he seems entirely comfortable with both.