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Index
Abernathy, Ralph, 24
Accuracy issue, 77–79
Aché tribe, 36
Ackerman, Josh, 166
Adaptive behavior
accuracy and, 77–78
biases and, 76
exploiting, 185–186
indicator of, 10
and life history strategies, 119, 132, 135
and loss aversion, 46, 47
See also Evolutionary challenges, the need to solve
Advertising
and changing preferences, 27–30
exploitation in, 188
and marketing strategies, 190–194
and stable preferences, 26
Advertising Age (magazine), 196
Affiliation subself
ancestral problem of, 107–108
and compatibility between subselves, 49
described, 36–37, 212
erasing errors by engaging, 113–114
fulfilling the needs of, spending on, 189
hierarchy of needs and, 43
mating effort and, 122
others exploiting, 186
parasites of, 199
and rules of the game, 60–64
somatic effort and, 122
Wason task and, 107, 108
See also specific aspects related to the affiliation subself
Age factors. See Childhood; Children; Men; Teenagers/young adults; Women
AIDS epidemic, 165
American culture, 144–145
Anderson, Siwan, 162, 163
Animals, people as, view focusing on. See Evolutionary psychologist perspective
Aniston, Jennifer, 169
Apple, Inc., 61, 64, 65, 93, 127
Assault, 17, 33, 134
Assumptions, avoiding, 209–210
Auditory looming, 78
Authority ranking, 64–65
Automobile culture, 149
Bachelor, The (television show), 180
Bachelorette, The (television show), 180
Bad judgment. See Errors/mistakes
Bankruptcy, 117–118, 119, 136, 138
Baumeister, Roy F., 163–164
Beal, Dan, 157
Beautiful young women, men’s preference for, 167–169, 170, 171, 173
Beauty products and regimes, women’s spending on, 175–176
Becker, Vaughn, 34
Behavior
mystery of, 215–216
predicting, 16, 46
See also Adaptive behavior
Behavioral economist perspective
as both right and wrong, 9
contributions of, and suggestions to improve upon, 214
lesson about, 209–210
of man as irrational, described, 4–7
rational economists versus, 6, 7
theory lacking in, 16
See also specific ideas/concepts of behavioral economists
Behavioral immune system, 83–84
Belsky, Jay, 134
Bias
assumptions about, avoiding, 209–210
being born with, benefits of, 93–94
calculated, 82
clustering illusion, 6–7
and the different subselves, 45, 73
evolutionary view of, 10, 11
false consensus, 76
gambler’s fallacy, 6, 7
hindsight, 6, 7
intentional, reason for, 76, 78
loss aversion, 5, 9–
11, 45–48
overconfidence, 77, 91–93, 94, 123
perceived as irrational, 5, 6–7, 9
ultimate reasons for, perspective providing, 16, 20
See also Errors/mistakes; Subselves
Bissoon, Lionel, 126
Bowerbird displays, 152–154, 155
Brain mass, 77
Brain programming, 31–32
Brain size, 40
Bride price, 162–163, 171, 182
Brin, Sergey, 127
Bringing Down the House (Mezrich), 167
Bryan, Angela, 83
Burrell, Stanley. See MC Hammer
Business
aggressiveness in, 127
market economics and, problem with, 68–69
See also Corporate economics; Family businesses
Buss, David, 178
Cameron, James, 92
Causes of behavior. See Proximate reasons; Ultimate reasons
Changing preferences, 27–29, 34, 39–40, 46, 47–48
Charlson, John, 130
Cheater detection problem, 108–109
Chen, Keith, 9
Childhood
environment during, influence of, on life history strategy, 134–137, 138–140, 140–141
imprints from, surfacing of, times most likely for, 138–139
Children
birth of, and testosterone levels, 125
equality matching and, 62
fast versus slow strategies in, 128, 136–137
inclusive fitness and, 57
somatic effort and, 122
talking versus writing and, 99–100
violent environments and, 134
Churchland, Patricia, 78
Cialdini, Robert “Bob,” 28, 154, 196
Clinton, Bill, 65
Clooney, George, 89, 214–215
Clustering illusion, 6–7
Cognitive biases. See Bias
Commensalism, 187, 194
Communal sharing, 62
See also Kinship game
Computer analogy, 31–32
Con men, 186, 188, 201–203, 204, 209
Conditional logic, testing, 106–107, 108–109
Confidence
bias involving, 77, 91, 92–93, 94, 123
essentialness of, 91–92
Conflict, negotiating through, different approaches to, 51–53, 59
Consensus bias, false, 76
Conspicuous conservation, 149
Conspicuous consumption
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