There are parts of the world where people eat primarily for pleasure, and less so to fulfil nutritional needs. In my eyes, that is a sign of prosperity and wealth. In these areas, there is more than enough to eat, and a wealth of different foods to choose from. But in these same parts of the world people are overweight, more and more diabetic, and suffering from cardiovascular diseases. So what is wealth, in terms of food? To address this, let’s zoom in on a consumer study that focuses on recognizing signs of fullness.
To voluntarily benefit another
Prosocial behavior, a voluntary behavior to benefit another, is an interesting concept from an evolutionary point of view. At first sight it may seem logical to be social, because everyone in the group benefits from it. But evolutionarily that does not hold up, because to propagate one’s own genes, cheating and being selfish pays. Therefore, many believe that prosocial behavior only exists because it is rewarded with social status, reputation, company, and receiving social behavior from others in return.