Evolved Minds, Irrational Consumers

Brains and Barstools brings award-winning professors to downtown Toronto bars for lectures that spark curiosity and connection over drinks.

On Feb 19th, we present : "Evolved Mind, Irrational Consumers" by Prof. Matthew Philp.

Why do we buy what we buy — and how much of it is really our choice?

We like to think our attitudes and decisions are rational. But many of the choices we make as consumers are quietly driven by instincts shaped long before money, markets, or brands ever existed.

In Evolved Minds, Irrational Consumers, consumer psychologist Dr. Matthew Philp reveals how ancient evolutionary forces continue to influence modern purchasing behavior. From the subtle “ick” we feel when someone else touches an object, to the mental shortcuts we use when judging food, gifts, and brands, this talk uncovers the inherited biases behind everyday decisions.

You’ll come away seeing your shopping habits in a new light—and realizing that what feels like careful reasoning is often instinct, habit, and evolution doing the work for you.

This is an engaging, research-backed look at why humans are such predictably irrational consumers.

💡 About the passionate Professor Matthew Philps

Dr. Matthew Philp is an Associate Professor of Marketing at Toronto Metropolitan University’s Ted Rogers School of Management, where he studies how people think, feel, and behave as consumers. Trained as a consumer psychologist, he began working in research labs at age 21, earned his PhD from Queen’s University, and became a university professor at just 28.

His research examines how people judge and interact with food, gifts, brands, and digital content, and how psychological shortcuts shape consumer behavior. He teaches marketing analytics, digital marketing, and social media strategy, and has consulted for some of Canada’s top brands. He is also the founding director of the Consumer Insight Institute, a hub dedicated to understanding the quirks and patterns behind everyday decisions.

📅 Date: February 19, 2026
🕡 Time: 6:00 – 8:00 PM
📍 Location: Downtown Toronto (exact location revelaed in an email closer to the date)
🎤 Speaker: Prof. Matthew Philp, PhD

Join us for an evening of fascinating research, surprising insights, and conversation that might change the way you shop tomorrow.

🎟 Seats are limited! Early bird tickets available for a limited time.