There are five main reasons why we have evolved to behave in seemingly illogical ways, and they conveniently all begin with the letter S.fn1 They are: Signalling, Subconscious hacking, Satisficing and Psychophysics. Without an understanding of these concepts, rational people will be condemned to spend their lives baffled and confounded by the behaviour of others; with a grasp of these principles, some of the oddities of human behaviour will start to fall into place.
