Fat Tire’s first prize: an obsolete bike. The rationality of costly signaling.

Fat Tire Beer is holding a contest, and first prize is an old-fashioned bicycle. It is a cumbersome and heavy one-speed bike that lacks most of the useful features found on modern bicycles. What does it have going for it? Nothing much worth my while. I buy my bicycles for performance, features and functionality, not looks. Others would say that the Fat Tire bicycle has an unique style worth coveting. I know a woman who recently paid a large amount of money for a "retro" bicycle much like the one in the photo. She bragged about her bicycle only in terms of what it looked like, and seemed to get irritated when I asked her whether she would miss some of the useful features found in most modern bicycles, features such as multiple gears, high-tech gear-shifting, feather-light frame, and front or rear suspension. It appears that Fat Tire Beer is looking for customers like the woman I just described, people who are obsessed with the looks of a bicycle rather than its functionality. I recently posted on Geoffrey Miller's terrific new book, Spent. At page 97, Miller discusses the "signaling value" of many modern products. Miller points out that modern corporations work hard to avoid competition based upon objective features that can be compared. Fat Tire Beer, for example, did not choose to offer a modern bicycle that could easily be compared to the many other bicycles currently being sold. Instead, the company chose to offer an old-fashioned bike that would signal a certain trait for the owner and his/her friends/acquaintances. Modern corporations

Use advertising to create signaling systems--psychological links between brands and the aspirational traits that consumers would like to display. Although these signaling links must be commonly understood by the consumer's socially relevant peer group, they need not involve the actual product at all. The typical Vogue magazine ad shows just two things: a brand name and an attractive person . . . there is a hidden rationality at work--the rationality of costly signaling. What matters in most advertising is the learned association between the consumer's aspirational traits and the company's trademarked brand name--the fountainhead of all profitability.
Therefore, don't waste your time trying to figure out what obsolete styles of bicycles have to do with beer. The bicycle featured on the label of Fat Tire Beer has nothing to do with the taste or quality of the liquid in the bottle. Rather, buying Fat Tire Beer is an opportunity for a consumer to display to others that the consumer can afford a premium beer. The bicycle on the label gives consumers a further opportunity to suggest that tradition is more important than functionality. Those who buy Fat Tire Beer let the beer do their talking for them: "I'm a person who values tradition over functionality." That's my guess. I wouldn't accept that cumbersome and sparsely-featured contest bicycle even if someone offered it to me for free, because I know less-costly, less wasteful and more effective ways of convincing others that I often value tradition. It involves hard work and no gimmicks. It requires that you willingly put your life under a microscope, that you repeatedly show rather than tell, and that you show your values in ways other than through conspicuous consumption.

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Anniversary of a New Land

Today marks the 40th anniversary of "...one giant leap for mankind." On July 20, 1969 a human first stepped onto the moon. Oddly, there is a significant minority of people who don't believe this. The Moon Landing Deniers (on whom I reported here 3 years ago) now have to increase the complexity of that conspiracy theory because of some recent news. Here are some new pictures taken from lunar orbit in the last few weeks of some of the Apollo landing sites. The point of the Lunar Reconnaissance Orbiter wasn't to prove the doubters wrong, but rather to gather an accurate survey of the moon to aid the Chinese (and maybe ourselves) in future exploration. You may recall that Apollo 11 almost crash landed on a rock pile, and Armstrong had to manually hover the lander over to a smooth area, landing with scant seconds of fuel to spare. They don't want to repeat that experience. Also, the orbiter should map out interesting mineral and erosion features that merit closer investigation. As one who watched the first landing live, I like to think that we'll be back.

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Geoffrey Miller’s “Spent”: an evolutionary psychology romp through marketing and consumerism

I've repeatedly written about Geoffrey Miller based on the many provocative ideas presented in his earlier book, The Mating Mind. (e.g., see my earlier post, "Killer High Heels"). A gifted and entertaining writer, Miller is also an evolutionary psychologist. His forte is hauling his scientific theories out into the real world in order to persuade us that we didn't really understand some of the things that seemed most familiar to us. In his new book, Spent, Miller asks why we continuously buy all that stuff that we don't really need? Miller's answer is twofold. Yes, human animals have been physically and psychologically honed over the eons this to crave certain types of things over others to further their chances at survival and reproduction. That's only half the answer, however. We must also consider "marketing," which is

The most important invention of the past two millennia because it is the only revolution that has ever succeeded in bringing real economic power to the people. . . . it is the power to make our means of production transform the natural world into a playground for human passions.

Is the modern version of marketing a good thing or a bad thing? The answer is yes.

On the upside it promises a golden age in which social institutions and markets are systematically organized on the basis of strong purple research to maximize human happiness. What science did for perception, marketing promises to do for production: it tests intuition and insight against empirical fact area market research uses mostly the same empirical tools as experimental psychology, but with larger research budgets, better-defined questions, more representative samples of people, and more social impact.

Here is a July 2009 interview of Geoffrey Miller by Geraldyne Doogue of the Australian Broadcast Network: Most of us are quite familiar with the downside of marketing. It encourages us to buy things we don't really need. But marketing doesn't merely clutter up our houses and garages; it corrupts our souls:

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Planning one’s death at the end of a long illustrious life

Conductor Edward Downes and his wife Joan decided to end their lives on their own terms:

He spent his life conducting world-renowned orchestras, but was almost blind and growing deaf – the music he loved increasingly out of reach. His wife of 54 years had been diagnosed with terminal cancer. So Edward and Joan Downes decided to die together.

Downes – Sir Edward since he was knighted by Queen Elizabeth II in 1991 – and his wife ended their lives last week at a Zurich clinic run by the assisted suicide group Dignitas. They drank a small amount of clear liquid and died hand-in-hand, their two adult children by their side. He was 85 and she was 74.

Many people feel that suicide necessarily cheapens one's life. In many cases, I don't agree. I do think that the choice of when and how to die belongs to each person individually, as long as the decision was not made impulsively or under the influence. If the day comes when I decide that I can't bear the pain, or that I no longer find joy in my life, I would hope that I wouldn't need to travel all the way to Switzerland because inter-meddlers think they know better than me about the meaning of my own life.

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The Missing Past and Short Attention Spans: A Space Odyssey

Stan Lebar worked for Westinghouse in the 1960s. He led the developmental team that produced a state-of-the-art camera for NASA---the camera that was taken to the moon on Apollo 11 and recorded the first moonwalk. Most people have seen those images, many times---grainy, fuzzy black & white pictures of something that looks kind of like an astronaut slowly descending something that kind of looks like a ladder on the side of a large object that we are told is the lander. Whatever. We suffered through these scenes, probably many of us annoyed at the quality, impatient that better pictures weren't available. (Better still pictures became available, shot with specially-made Hasselblads, that remain absolutely stunning in clarity and detail, so made up for the sub par video, at least for some of us.) After all, even Hollywood, using by today's standards primitive technology, could create vastly superior space vistas---compare the images from the 1966 film 2001: A Space Odyssey with the NASA footage from a few years later and you grasp the disappointment. (It has long been my opinion that support for the space program waned because NASA managed to take something as exciting and sexy as space exploration and turn it into the equivalent of a lecture on statistics. The late, great science fiction author Robert A. Heinlein chastised NASA at Congressional hearings for not doing more P.R., better P.R. When he was told that the government didn't do P.R., he had further things to say about campaigns and such like and then pointed out "NASA has a press department, doesn't it? That's the job of the press department." Anyway...) The camera built by Mr. Lebar's team was far superior to the poor images we all saw---and continue to see. The recording medium, however, was incompatible with broadcast television at the time.

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