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Born To Show Off.(Culture)(consumer behavior)(Brief article)
Byline: Katie Baker
Marketers understand that humans, like other animals, have evolved finely tuned mechanisms for competing for status--and that our choice of a consumer brand is less about the material item itself and more about advertising our wealth, beauty and power to (hopefully jealous) onlookers. But in his new book, Spent, evolutionary psychologist Geoffrey Miller argues that our species is also driven to show off such characteristics as agreeableness (see Whole Foods and Fair Trade coffee) and conscientiousness (see a well-maintained lawn). While Miller thinks it's improbable that humans will ...
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