It pays to be nice
Sex, Evolution and the Secrets of Consumerism by Geoffrey Miller
Miller’s thesis is encouraging. Basically we are nice — or at least we want to seem nice, and are impressed by niceness. Marketing would be far more successful if geared to the big six manifestations of niceness — we might call them virtues. Contrary to the general impression, marketing does not have to lead to rampant consumerism and a gobbling up of precious resources. Its techniques, rooted in accurate psychology, can just as soon promote good ideas as damaging ones.
Source: literaryreview.co.uk
