The marketing professor Vladas Griskevicius thinks we humans are not nearly as stupid as he once thought.
Yes, we can drop $3,200 on engagement rings when many marriages end in divorce or spend $5,000 to $7,000 more on a Toyota Prius hybrid than a fuel-efficient conventional car, but he said that we have perfectly rational reasons for doing so.
Not that we really understand why these choices were rational, because we probably didn’t get that our brains were trying to achieve some deep-seated evolutionary goal.
Griskevicius teaches at the University of Minnesota’s Carlson School of Management and was trained as a psychologist, and his writing partner in a new book coming out next week, Doug Kenrick, is a psychology professor at Arizona State. Their term “deep rationality” is the key idea in their entertaining and informative book called “The Rational Animal: How Evolution Made Us Smarter Than We Think.”