"Our choices today reflect a deep seated evolutionary wisdom, honed by our ancestors’ past successes and failures."
- The Rational Animal, page xii
"Instead of having just one self, we are really a collection of selves – a group of subselves. Like different personalities, each of your subselves has peculiar quirks and preferences. And each comes out only when you are in a particular situation. At any one time, only one subself is in charge, which is the current you at that moment"- The Rational Animal, page 26
Yes it’s official, we all have multiple personalities lurking within us. Depending on what situation you find yourself in, any one of up to 7 different personalities, also known as subselves, will present themselves.
These 7 subselves came about as a result of our ancestors having to face a set of crucial evolutionary challenges including evading physical harm, avoiding disease, making friends, gaining status, attracting a mate, keeping that mate, and caring for family.
Solving these different problems required our ancestors to make decisions in different – and sometimes completely incompatible – ways. What is effective when you are taking care of a child is different than what is effective when you are negotiating a business deal with distant acquaintances.
So depending on which evolutionary goal or challenge is on your mind, the subself relevant to that area will take over and guide your decisions.
Let’s meet the subselves.
This is not to say that subselves provide an excuse or a justification for immoral behaviour. But they can explain why humans often behave like hypocrites: we have only one body, but our brains are inherently divided.
"If you are feeling compelled to spend a lot of money, sign on the dotted line, or make some big decision, ask yourself, have I been primed to feel this way right now?"- The Rational Animal, page 26
If you are feeling compelled to spend a lot of money, sign on the dotted line, or make some big decision, ask yourself, have I been primed to feel this way right now?
When making a pitch, experienced exploiters will often prime their target by preying on the specific subself most vulnerable to the presentation or sales patter.
For example, by manipulating perceived scarcity, the De Beers parasite could now draw people in like flies to a neon light, extracting ever-more money from its human hosts.
After making its product artificially scarce, its marketing strategy perpetually activated the subself most vulnerable to scarcity: the mate-acquisition subself.
The best advice in this situation is to wait and sleep on it before making a decision. This allows the other subselves an opportunity to participate in the decision-making process and make what seems like a no-brainer look like an unwise or even foolish decision.
"If you find yourself really wanting something you can’t afford, ask yourself a deeper question; What evolutionary need is this purchase attempting to fulfil?"- The Rational Animal, page 204
The answer lies within one of our 7 subselves.
Our yearning for those ultra-expensive designer shoes likely reflects a need to make ourselves attractive to the opposite sex.
That desire for the expensive watch likely reflects a need to have status and show off to our peers.
Realizing that our material desires reflect deeper evolutionary needs provides an important insight; before maxing out your credit card, consider alternative ways to achieve the same evolutionary need.
Draining our bank accounts is not the only way to fulfil our evolutionary needs.
So the next time someone accuses you of being irrational, agree with them and smile sweetly safe in the knowledge that by consulting the right subself in the right situation, you can exercise more control over the important decisions in your life.
Douglas T. Kenrick is a professor of psychology at Arizona State University and the author of Sex, Murder, and the Meaning of Life. He lives in Tempe, Arizona. Vladas Griskevicius is McKnight Professor of Marketing and Psychology at the Carlson School of Management at the University of Minnesota. He lives in Edina, Minnesota.