The Mind of the Market

Evolution’s Insights into Economic Man

For too long economics worked with the model of homo economicus. Economists assumed that this “economic man” was purely rational and “selfish, self-maximizing, and efficient” when making decisions. Put that view to rest. Instead, realize that a range of disciplines, chief among them evolutionary theory, have added profoundly to scientific understanding of seemingly irrational choices. Choices that seem irrational in modern industrial societies were quite rational for humans living in tribes, as did the vast majority of early people. “Reciprocal altruism” is an example of the dichotomy. Playing fair and helping others may seem outdated to people in modern industrial societies, but such practices are critically important to small tribes in hostile environments.

The economic lives of hunter-gatherers and modern humans differ greatly. Tribal peoples earned roughly $100 per year. A village might have only 300 material items. By contrast, contemporary “consumer-traders” in New York City average $40,000 per person per year, and their “village” contains “around ten billion” material items. What’s more, this shift in standard ...