Evolutionary psychology predicts that the attractiveness of any good or object is inversely proportional to its availability. And why? Because, on the one hand, we usually want more of what we can have less and, on the other, scarcity is associated with loss and it is experienced as meaning a threat to our survival. This also means that just a simple perception or belief in a possible scarcity arises, even if it is not real, to activate the feeling of loss in human beings and make them act accordingly, making the prophecy itself real in the consequences. This sociological proposition of the self-fulfilling prophecies is very old and predicts the following: if and when people define situations as real, they become real in their consequences! Basically, we continue to be and act like primates. Sure we are cultural beings, but we are also biological, and biology is the foundation of our behaviour, which is why human phenomena, although social in their ends and mental in their means, are always biological in their roots (Piaget). We continue to be biological machines with very particular characteristics. We are machines that get emotional, feel and ... also think. Whenever we feel or perceive a possible shortage, we act as if it really existed. In its consequences, scarcity tends to become real. In other words, acting in this conformity, we are the ones who produce scarcity because we start to operate in a logic of strict survival and cost-benefit associated with it. This behaviour highlights again another mismatch between our evolutionary psychology of a brain sculpted and adapted to Savannah and the new environment we live in. After all, the toilet paper will not end unless we make it end! Think about it!

Publicado em 17 de março de 2020

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