Can Economists and Humanists Ever Be Friends?

What are you doing? I don't mean what are you doing with your life, or in general, but what are you doing right now? The answer, in one respect, is simple enough: you're reading this magazine. Obviously. From a certain economic perspective, however, you're doing something else, something you don't realize, something with a sneaky motive that you aren't admitting to yourself: you are signalling. You are sending signals about the kind of person you are, or want to be. What's that you say—you're reading this in the bath, or on your phone in bed, or otherwise in private? Well, the same argument applies. You are acquiring the tools for a “fitness display.” This, the economist Robin Hanson and the writer-programmer Kevin Simler argue in their new book, “The Elephant in the Brain: Hidden Motives in Everyday Life” (Oxford), is an advertisement of “health, energy, vigor, coordination, and overall fitness.” Fitness displays “can be used to woo mates, of course, but they also serve other purposes like attracting allies or intimidating rivals.” So there you go: that's what you're doing, there in the bath with the magazine. Your rivals are right to feel intimidated.