Gaining status. Luxury brands like Mercedes and Rolex don’t make much practical sense in terms of survival, right? In fact, spending lots of money buying a luxury car when a more common brand would do the trick seems counter to our survival, doesn’t it? Not when you consider the importance of status. Status, in any tribe, is a survival mechanism. It projects a sense of abundance that may attract powerful allies, repel potential foes (like a lion with a loud roar), and if we’re into shallow companions, might even help us secure a mate. Rolex, Mercedes, Louis Vuitton, and other luxury brands are
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