I’ve been thinking and reading about consumption as seen through the eyes of evolutionary psychologists for some considerable time. This ties in with my interest in well-being economics, particularly the question of why we do things that don’t necessarily make us happy. From an evolutionary perspective, the answer is quite simple: human happiness mechanisms are purely means to an end in evolutionary terms, not ends in themselves. Frankly, our genes don’t care if we are happy; rather, they care that we survive, reproduce and help our close kin to survive and reproduce.
There is scope for reciprocity and trust in this Darwinian jungle. But such higher moral values are again just tools, albeit sophisticated ones, to further our genetic inheritance. We may act altruistic, but this is to either earn potential altruism in return at some future date or purely to signal our superior intellectual or physical fitness.
The human mind is an amalgamation or collection of domain specific computational systems, each of which evolved to solve a specific adaptive problem: find a mate, avoid predators, find nutritious food, avoid poisonous foods, invest in kin, build coalitions and friendships. Each of these important problems would necessitate some adoptive solutions that are ultimately incapsulated in our human minds….
….This is very much well-described by the Swiss Army Knife metaphor. So if you think of the Swiss Army Knife, it is an amalgamation of different knives each of which serves a different function.
Saad doesn’t address the issue of happiness and well-being. However, if you follow his logic, happiness is a dog treat to get our minds to perform these computational tricks. But you don’t give a dog an infinite series of treats after performing one trick. Likewise, we never remain in a permanent state of bliss regardless of our individual evolutionary successes.
An evolutionary psychologist who does delve into the link between evolution and happiness is David Buss of the University of Texas. In a paper called “The Evolution of Happiness“, Buss starts by emphasising that we do what we do because such strategies were successful in the past. Those that may have adopted different strategies in the past are no longer with us, suggesting such strategies were either inferior, or just met unlucky fates. Continue reading