Nutlin3a This study focuses on ultimate reasons for

This study focuses on ultimate reasons for certain kinds of consumer behaviour. Specifically, it examines how external stimuli with adaptive objectives (e.g., mate selection, investment in family care and security) can play a more decisive role than our cognitive capabilities in modifying our decision-making processes. In what is now a well-known analogy, evolutionary psychologists once argued that the human Nutlin3a functions “more like a Swiss army knife than an all-purpose blade” (Cosmides & Tooby, 1994), meaning that just as the army knife has different tools for different problems (bottle opener, penknife, toothpick, etc.) so the human brain uses a variety of psychological systems to meet different developmental challenges (Barrett & Kurzban, 2006). These systems, which are designed to meet an evolutionary challenge, are activated in our response to different stimuli and any (internal or external) cue in the form of an opportunity or threat can trigger them. Sexual or erotic cues can activate a subject\'s desire to relate to a potential suitor, which in turn has a knock-on effect on that subject\'s attention, on their activation of memory and on their knowledge and preferences (Kenrick et al., 2010), which all work together to provide an adequate response. In consumer studies, for instance, we know that if someone wants to find a mate they will be attracted to consumer products that help them do this. Importantly, this also means that our preferences may change when there is a change in the stimulus and in the psychological system that responds to that stimulus. If the stimulus is a message of danger, for example, the brain automatically activates a self-protection system and our need for protection prompts us to search for other people and be part of a group. On the other hand, if the stimulus activates our sexual desire, we will want to stand out from the crowd to gain intimacy with another individual (Griskevicius, Goldstein, Mortensen, Cialdini, & Kenrick, 2006). Observing how our psychological systems respond to stimuli in the field of advertising, Griskevicius et al. (2009) observe that television programmes can generate feelings in viewers that make the advertising of certain product types more or less effective. For example, a group of consumers watching a crime programme will respond by activating their self-protection system, which will increase their attraction to group-oriented products; on the other hand, if the same group watches a romantic or erotic programme, each individual will respond by activating a mate acquisition system, which will increase the attraction to products that allow an individual to stand out from the crowd. Just as it conditions our preferences, the activation of our psychological systems can also influence our decision-making processes in seemingly irrational ways. Traditionally, economists and cognitive psychologists regard this irrational behaviour as an indication that there are flaws in the design of the brain, while evolutionary psychologists argue that by behaving in these ways we are actually making an adaptive response to achieve a fundamental objective, so that this behaviour actually reflects the specificity of that design (Griskevicius & Kenrick, 2013). All these theoretical principles are now being used to study consumer behaviour and design marketing strategies, as evidenced in Aspara and Van Den Bergh (2014), Griskevicius et al. (2009) and Saad and Gill (2000), amongst many others. This study aims to extend the research in this theoretical line and describes two experiments that show that sexual or erotic cues can modify the discount rate estimation made by consumers.
Hypothesis Liquidity preference affects the interest rate because it represents the price to be paid to liquidity suppliers to keep their wealth under circumstances that do not provide liquidity (Keynes, 1936). That is to say, it is the opportunity cost that tries to compensate for the decision to move the availability of money in the present to the future.