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"The Ferrari is exactly the same in the human context," says evolutionary psychologist Gad Saad, "as the peacock's tail is on the peacock."

Saad is an evolutionary behavioral scientist at Concordia University and author of the book The Consuming Instinct: What Juicy Burgers, Ferraris, Pornography, and Gift Giving Reveal about Human Nature, in which he argues that most consumer behavior can be explained by evolutionary psychology.