Word: altruism
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That's certainly music to advertisers' ears, but, warn neuroscientists, it's unlikely that our purchasing behavior follows a single pathway. Montague, for one, is investigating how factors like trust, altruism and the feeling of obligation when someone does you a favor can divert and modify steps in the decision-making tree. "The capacity to use brain responses and relate them to behavior has accelerated at a breathtaking pace over the past four years and yielded an incredible amount of information," he says. How marketers use that data to hone their messages remains to be seen...
...will and the passions, challenging the religious concept of a soul independent of glands and gristle. Brain chemists track imbalances that could account for the ecstatic states of visionary saints or, some suggest, of Jesus. Like Freudianism before it, the field of evolutionary psychology generates theories of altruism and even of religion that do not include God. Something called the multiverse hypothesis in cosmology speculates that ours may be but one in a cascade of universes, suddenly bettering the odds that life could have cropped up here accidentally, without divine intervention. (If the probabilities were 1 in a billion...
COLLINS: There is a whole field of inquiry that has come up in the last 30 or 40 years--some call it sociobiology or evolutionary psychology--relating to where we get our moral sense and why we value the idea of altruism, and locating both answers in behavioral adaptations for the preservation of our genes. But if you believe, and Richard has been articulate in this, that natural selection operates on the individual, not on a group, then why would the individual risk his own DNA doing something selfless to help somebody in a way that might diminish his chance...
DAWKINS: Can I begin with an analogy? Most people understand that sexual lust has to do with propagating genes. Copulation in nature tends to lead to reproduction and so to more genetic copies. But in modern society, most copulations involve contraception, designed precisely to avoid reproduction. Altruism probably has origins like those of lust. In our prehistoric past, we would have lived in extended families, surrounded by kin whose interests we might have wanted to promote because they shared our genes. Now we live in big cities. We are not among kin nor people who will ever reciprocate our good...
...Dawkins explains that morality developed in a similar vein. Morality—in the form of kindness, altruism, generosity, empathy, and pity—is nothing more than “misfirings, Darwinian mistakes: blessed, precious mistakes,” he explains. Morality is the by-product of kin altruism, which was once beneficial to the survival of our prehistoric ancestors. Unlike religion however, morality is a beneficial result of evolution...