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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What we buy versus what makes us happy

Geoffrey Miller has just published a new book, Spent: Sex, Evolution and Consumer Behavior. I haven't read it yet, but I am now ordering it, based on Miller's terrific prior work (see here, for example). In the meantime, I did enjoy this NYT blog review of Spent, which includes this provocative question:

List the ten most expensive things (products, services or experiences) that you have ever paid for (including houses, cars, university degrees, marriage ceremonies, divorce settlements and taxes). Then, list the ten items that you have ever bought that gave you the most happiness. Count how many items appear on both lists.

If you're looking for simplistic answers, you won't get them from Miller. I won't spoil the answers he obtained or his analysis of those answers, but you'll find them here. [addendum] I found this one item refreshingly honest. Refreshingly, because I know a lot of parents, I see their faces, I hear their complaints (and their exhultations). I know that it's PC to say that having children is a continuous wonderful joy and that all parents are glad they did had children. Miller's research suggests that the answer is not this simple:

[Here's an answer that appears [much more on the ‘expensive’ than on the ‘happy’ lists [includes] Children, including child care, school fees, child support, fertility treatments. Costly, often disappointing, usually ungrateful. Yet, the whole point of life, from a Darwinian perspective. Parental instincts trump consumer pleasure-seeking.

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Does evolution explain human nature?

"Does evolution explain human nature?" This is a typical Templeton Foundation question, in that it is laden with ambiguities. Only when one figures out the meaning of "evolution," "explain," and "human nature" can one really get to work. I suspect that the Templeton questions are drafted vaguely in order to invite a wide range of participants, who must often roll up their sleeves to define the component elements of the question as part of their answer. I don't mean to sound like a pedant here. The reason I am posting on this question is that despite the wobbly question, Templeton has once again done a good job of assembling a wide range of opinion on an important set of issues. You can read the many responses here. My favorites are Frans de Waal,

If we look at our species without letting ourselves be blinded by the technological advances of the last few millennia, we see a creature of flesh and blood with a brain that, albeit three times larger than that of a chimpanzee, does not contain any new parts. Our intellect may be superior, but we have no basic wants or needs that cannot also be observed in our close relatives . . .

Lynn Margulis

[R]eligion serves an obvious evolutionary function: it identifies, unifies, and preserves adherents. Admonitions to desist from the seven deadly sins inhibit behaviors that threaten group solidarity and survival. Greed, for example, privileges the individual in seasons of limited resources. Lust - the biblical coveting of the neighbor’s wife (in its male-centered perspective) - interferes with ideals for the nurture of healthy children and effective warriors. Prohibiting sloth enhances productive work intrinsic to survival and reproduction of the social unit. Anger, perhaps useful in battle, destroys family and other social relationships. Envy and pride promote individual interests above those of the larger social unit. The survival value of prohibiting sin seems obvious . . .

I disagree with neo-Darwinist zoologists who assert that the accumulation of random genetic mutations is the major source of evolutionary novelty. More important is symbiogenesis, the evolution of new species from the coming together of members of different species. Symbiogenesis is the behavioral, physiological, and genetic fusion of different kinds of being; it leads to the evolution of chimeric new ones.

Geoffrey Miller

My own research has been inspired mostly by good-genes sexual selection theory (the idea that animals choose their partners based on cues about genetic quality) and costly-signalling theory (the idea that only animals in good condition can afford seemingly pointless displays like extravagant plumage). These theories have proved enormously useful in understanding a range of human behaviors that have seemed to have no clear survival payoffs, like music, dance, art, humor, verbal creativity, conspicuous consumption, and altruism.

Robert Wright

What Darwinism tells us is how natural selection gave human life its distinctively rich texture of meaning. Darwinism can also give us guidance as we try to better ourselves and make that meaning richer still. What Darwinism does not tell us is why there is meaning at all.

David Sloan Wilson

Genes are only one mechanism of inheritance. Some immunological, psychological, and cultural processes also count as evolutionary. They too rely on the open-ended variation and selective retention of traits, but they are based on non-genetic inheritance mechanisms. People and cultures shaped by these fast-paced evolutionary processes no longer have the same "nature," any more than two bacterial strains that have diverged by genetic evolution. In this fashion, my simple and seemingly boring formula can be understood to say that humanity as a whole does not have a single "nature." Instead, each and every person and culture has its own "nature."

There's lots more to read (by these authors and others) at the above link

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Killer High Heels

Today’s topic is high heeled shoes.  Why do women wear the damned things, I sometimes wonder.  Those women wobble around, they take longer to get from here to there, they often trip on small sidewalk imperfections, and they regularly fall and get hurt.

I will confess: my gut reaction is that a woman’s IQ relates inversely to whether that woman tends to wear accident-inducing high heeled shoes.  I think of women who flock to such shoes as women who aspire to become Barbies or Princesses.  Before you write a comment to protest, I realize that my gut feeling is a gross over-simplification.  I also have an analogous gut feeling with regard to men who aspire to higher forms of masculinity by rushing to engage in dangerous activities such as motocross or hang-gliding . . .

I never understood high heels.  Contrary to conventional wisdom, I don’t think that women who wear high heels are “hotter” than those who don’t.  To the contrary, I’m annoyed by high heels.  Most woman who wear them look uncomfortable, so uncomfortable that they become objects of my pity, not lust.  But many other men (and women) disagree with me.  For proof, take a look at almost any advertising (and see here and here and here (for 8” heels!)).

Because I appear to be obtuse regarding this particular slice of human sexual responsiveness (and a tad bit concerned about my lack of responsiveness!), I have chosen this subject of high heels as yet another port of …

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Shopping for Sex: wasteful consumerism and Darwin’s theory of sexual selection

A few weeks ago I ate dinner with friends.  One of the friends mentioned that, a few weeks earlier, he had attended a party in an upscale neighborhood.  At that party, one of the guests announced that she had brought her own bottle of wine because the host’s expensive wine wasn’t good enough. From my end of the table, I blurted out that it is not necessary to have expensive wine to have a meaningful gathering with friends or family.  In fact, I added, “wine is not necessary at all.”  I was about to elaborate when I noticed that the other adults at the table were staring at me like I had three eyes.  “That’s not correct,” they told me, almost in unison. I know that “look” well. I have received that same “look” from various people on other occasions. On one occasion I got “the look” from someone who was trying to justify that an ordinary car wasn’t sufficient, so he needed to buy a BMW.  Another person who gave me “the look” was trying to convince me that her $75,000 kitchen remodeling was “necessary,” even though all of the appliances in her existing kitchen functioned perfectly.  The problem with her current kitchen was that it was “old.” I have also received that same look from fundamentalists when I explain that the earth is billions of years old.  The “look” is a “we-will-pretend-you-didn’t-say-that” look.  It shouldn’t surprise me to draw the same “look” from both consumers and Believers, given that wasteful and pretentious spending is the de facto national religion of the United States.  We’ve moralized extravagant spending to such an extent that “living the good life” means buying lots of things we don’t really need.

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