…of matter — a fact that renders ‘materialism’ a profoundly misleading term for much of consumption. Many products are signals first and material objects second. Our vast social-primate brains evolved to pursue one central social goal: to look good in the eyes of others.”
We underestimate how much this animal side rules our lives. Things like instinct, habit, and the environment around us have a tremendous influence on our behavior and choice — much, much, much more influence than our rational selves.