The rational animal: : How evolution made us smarter than we think

• Autores: Omar Mahmoud
• Localización: International Journal of Market Research, ISSN-e 1470-7853, Vol. 58, Nº. 2, 2016
• Idioma: inglés
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• Resumen

  • This book review examines 'The rational animal: how evolution made us smarter than we think' by Douglas T. Kenrick and Vladas Griskevicius. A valuable contribution to the library of decision making and rationality, 'The rational animal' uses a solid scientific framework to address two issues of human behaviour: our apparent irrationality and our inconsistency. The book presents an alternative view of human nature that sees behaviour driven by occasions and circumstances, rather than by consistent traits. 'The rational animal' is not a to-do book, but it does offer helpful ideas for decision making and makes the reader reflect upon the fact that our desire for certain products or experiences is driven by deep evolutionary needs