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A Concordia marketing professor’s book reaches international audiences

Gad Saad discusses his evolutionary psychology research and connecting beyond the classroom
July 13, 2021
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Professors and educators are used to being in front of an audience — from a few dozen to a few hundred people. But when an audience grows to hundreds of thousands, even millions of viewers, navigating the exposure is not without challenges, for Gad Saad, professor of marketing and former Concordia University Research Chair in Evolutionary Behavioral Sciences and Darwinian Consumption at the John Molson School of Business.

Saad’s most recent book, The Parasitic Mind: How Infectious Ideas Are Killing Common Sense, was published in October 2020 and made the USA Today national bestseller list. The Parasitic Mind discusses how what he calls “idea pathogens” are inhibiting common sense and rational debate.

Inspiration

Gad Saad, professor of marketing and Concordia University Research Chair in Evolutionary Behavioral Sciences and Darwinian Consumption at the John Molson School of Business Gad Saad

Saad believes that the more academics teach and promote political correctness, the more freedom of thought and speech become at risk. Over time, he has felt the need to speak out, and the intersection of his personal convictions with his research has resulted in The Parasitic Mind.

In the midst of a global pandemic, a controversial United States presidential election and all the other major world events of 2020, The Parasitic Mind and Saad himself garnered a following. With appearances on The Joe Rogan ExperienceThe Rubin Report and retweets and shares of his posts and interviews numbering in the millions, Saad has become a very well-known name and face.

Research focus

Saad’s area of expertise is evolutionary psychology. In broad terms, he explores ideas and behavioural trends by using nomological networks of cumulative evidence, or a network of distinct lines of evidence that looks at data both from a longitudinal perspective and by looking at various cultures. For example, he explores the biological and evolutionary roots of sex-specific toy preferences by looking at comparative, cross-cultural, and developmental psychological data, endocrinology, and historical data. By approaching his research from this complete perspective, he is able to offer a deep understanding of a given topic, trend, or behaviour.

Committed to engagement

Outreach from supporters and fans come in by the thousands each day, explains Saad, who is very active on social media and also hosts his own web series.

“I do try to read them all,” he says, noting that he spends well over an hour each day reading and replying to the messages he receives. “I am very happy to offer advice and answer as many questions as I can, but the volume and the types of communication I receive can be hard to manage.”

But he says he harnesses his energy and desire to engage with those who write to him and responds to both fans and challengers alike with voraciousness and passion.

Saad explains that he regularly receives emails of a very personal nature; people who may be struggling with a situation or are in a difficult position. However, the interaction with both students and fans is enriching and helps fuel the energy required to be a professor, researcher, social media figure and father.

Finding balance

“It’s so important to separate your public and personal life,” Saad says. “While the delineation can sometimes be hard to manage, it is critical.” Saad is surrounded by a wealth of support and credits the stability in his life to his wife of 21 years and his children, who bring positivity and joy.

“I have often argued that my family serves as my solace,” Saad explains. “They provide me with the proverbial sanctuary filled with nothing but love and nurturance.”

While his position both as an educator and public figure requires that he fully commits himself to upholding his beliefs and practices, he always returns to the safety of his family and the privacy he shares with them. Finding the right balance between these public and private worlds is what allows him to succeed.

Find out more about Concordia's John Molson School of Business.



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