In this episode of Restoring the Sciences, Dr. Aaron Gadsad, Professor of Marketing at Concordia University in Montreal and until recently the Research Chair in Evolutionary Behavioral Sciences and Darwinian Consumption at the Department of Marketing, joins Dr. Scott Turner to discuss why bad ideas spread so quickly, and seem to have such staying power, that the good ideas end up being crushed. Is this a kind of mind contagion at work, a social disease of the human mind? Or is there a Gresham's Law at work where bad ideas, like bad money, drive out the good? Our guest today is eminently qualified to address this question.
00:00:00.000Okay, good afternoon. Welcome, everyone. I see people are trickling into this webinar. I'd like to welcome you to today's episode of our webinar series, Restoring the Sciences.
00:00:12.540I'm Scott Turner, and I'm Director of Science Programs at the National Association of Scholars, which also sponsors this webinar series.
00:00:19.660Our topic today is this. Why is it that bad ideas seem to spread so quickly and seem to have such staying power that the good ideas end up being crushed?
00:00:31.220Is this a kind of mind contagion at work, a social disease of the human mind?
00:00:36.540Or is there a kind of Gresham's Law at work where bad ideas, like bad money, drives out the good?
00:00:43.160Our guest today is eminently qualified to address this question.
00:00:46.580He is Gadsad, Professor of Marketing at Concordia University in Montreal, and until recently was the Research Chair in Evolutionary Behavioral Sciences and Darwinian Consumption.
00:01:02.720Gadsad is a prominent proponent of evolutionary psychology, and we're going to be going into what evolutionary psychology is during our conversation today, so I'll defer that for the moment.
00:01:13.640But during his career, Gadsad has made a name for himself using principles of evolutionary psychology to understand the psychology of consumer behavior, marketing, advertising, and many other interesting topics.
00:01:27.340Lately, he's been a prominent critic of the latest mind parasites to infect our culture, most seriously, it seems, in the academy, namely the fixation on the cult of, capital letters here, diversity, equity, and inclusion.
00:01:43.340Or perhaps that would be phrased more descriptively as diversity, inclusion, and equity, and I will leave it to you, the audience, to parse out the acronym for yourself.
00:01:52.840He has a prominent media presence, he has a YouTube channel, podcasts, webinars, his YouTube channel is called The Sod Truth, which attracts more than 7 million subscribers, and his podcast is equally, if not more, widely known and subscribed to.
00:02:11.260He's the author of several books, including his most famous one, The Parasitic Mind, How Infectious Ideas Are Killing Common Sense, which was published in 2020.
00:02:22.460And prior to this, he published a book with nearly my favorite book title of all time, The Consuming Instinct, What Juicy Burgers, Ferraris, Pornography, and Gift-Giving Reveal About Human Nature, published in 2011 by Prometheus Press.
00:02:37.820I'll be putting links to all these and more into the chat box, so please have a look and copy them at some point if you're interested.
00:02:45.460And also, we like to have question and answer in these things.
00:02:51.600Please do post questions at any time into the chat box or preferably into the Q&A box.
00:03:00.640Please, God and I will have a conversation going for about 45 minutes, and after that, we'll open up the floor to Q&A from you, the audience.
00:03:10.500You don't have to wait until Q&A starts to post these questions.
00:03:13.840Please post them at any time, and we'll have a really nice conversation as a consequence of that.
00:03:20.660So, with all that, welcome, God, to Restoring the Sciences, and we're really pleased that you're here.
00:03:26.660Oh, I'm so glad to be with you, and it was so nice to meet you in person at my alma mater last month at Cornell.
00:03:37.560Okay, so let's just jump right into a very basic question here.
00:03:42.660So, you describe yourself as an evolutionary psychologist, and that designation in itself is a little bit controversial.
00:03:50.180There's no shortage of people out there who criticize the whole notion of evolutionary psychology.
00:03:57.600Mostly the criticism seems to come from people conflating evolutionary psychology with sociobiology in particular, and more generally with Darwinian evolution.
00:04:08.860And so, I'm not sure the validity of these kinds of things or the connections.
00:04:13.420So, let's start off by clarifying what it is that you mean by evolutionary psychology.
00:04:23.700It's nice to be back to my original wheelhouse of evolutionary theory.
00:04:28.500So, evolutionary psychology is a lens that I was first exposed to in my first semester as a doctoral student at Cornell.
00:04:38.060I had taken a course in advanced social psychology, and about halfway through the semester, the professor, his name is, he's now retired, Professor Dennis Regan, assigned a book to the class called Homicide, which was written by two of the pioneers of evolutionary psychology, Martin Daly and Margot Wilson, husband and wife team.
00:04:59.140They were actually based out of McMaster University in Canada.
00:05:03.020And in the book, they looked at universal patterns of criminality that occur in exactly the same form, irrespective of culture and irrespective of time period.
00:05:15.520And so, the idea is there might be some underlying biological slash evolutionary mechanisms that explain these invariant patterns.
00:05:24.420So, example, I'll give you two because I want to kind of give the genesis of how I then developed evolutionary psychology and consumer behavior and so on.
00:05:34.880And so, if you look at patterns of child abuse, social scientists have come up with a million different, quote, causative agents that might predict why child abuse happens.
00:05:47.100Maybe you're born in the wrong side of the tracks, maybe your parents were alcoholic, maybe they were abused or they repeated the abuse with you.
00:05:57.600But it turns out, Scott, that the number one biggest predictor of child abuse, it's a hundredfold more predictive than the next one.
00:06:07.940Now, for our viewers who may be not understanding what a hundredfold means, if you're studying the pharmaceutical efficacy of a drug and it has an odds ratio of 1 to 1.2, that means it's 20% more effective.
00:06:27.020You can only dream of such findings in science.
00:06:30.420Well, it turns out that if there is a step-parent in the home, that's a hundredfold greater predictor of there being child abuse.
00:06:39.620That eventually became known in the scientific literature as the Cinderella effect.
00:06:44.380The Cinderella effect, of course, comes from the universal fable of the evil stepmother, but who is strategically evil.
00:06:52.200She's only evil to her stepdaughter, but not to her two biological children.
00:06:57.580And now, we have very similar patterns of differential treatment as a function of whether the children are mine or not across many animal species.
00:07:08.960In lion prides, when new dominant males come in and kick out or kill the resident dominant males, the first thing they do is kill off all the cubs that could not have been sired by them.
00:07:23.020And incidentally, that causes the lionesses to go into estrus.
00:07:28.400So, I often joke with my students that if you want to get the ladies in the mood in a pride, kill their children, and then they're ready to mate with you.
00:07:35.880And so, that was a big eureka moment because it demonstrated to me the parsimony and the explanatory elegance of the evolutionary framework.
00:07:44.220I'll give one other quick example, and then I'll explain what evolutionary psychology is.
00:07:47.500If you look at the most dangerous person in a woman's life throughout all time periods and all cultures, it could be the Yanomomo tribe in Amazon, it could be 1950s Detroit neighborhood.
00:08:03.440It's not the serial killer who is hiding in the bushes.
00:08:09.380And what is the absolute, unequivocal, number one reason that that guy is driven to homicidal rage, either due to suspected or realized infidelity by his female partner?
00:08:34.760Therefore, your ancestors and mine are not those that didn't mind if their ladies went around with 50 guys, because that would be a suboptimal evolutionary strategy.
00:08:45.660And so, when I saw, and there were many, many other examples like that in the book, I had my eureka moment.
00:08:50.720I said, okay, well, I found what I'm going to do.
00:08:53.080I'm going to take this evolutionary framework.
00:08:56.260Instead of applying it to criminality, I'll apply it to the behavioral sciences in general, to decision-making and consumer behavior in particular.
00:09:04.860Hence, I ended up founding the field of evolutionary or Darwinian consumption.
00:09:09.580Now, specifically, what is evolutionary psychology?