GCOE Discussion Paper Series
Global COE Program

Human Behavior and Socioeconomic Dynamics
Discussion Paper No. 346

EVOLUTIONARY ECONOMICS AND HOUSEHOLD BEHAVIORCharles Yuji Horioka

August 2014

GCOE Secretariat
Graduate School of Economics
OSAKA UNIVERSITY
1-7 Machikaneyama, Toyonaka, Osaka, 560-0043, Japan

EVOLUTIONARY ECONOMICS AND HOUSEHOLD BEHAVIOR*Charles Yuji Horioka**
School of Economics, University of the Philippines, Diliman, Quezon City, Philippines
National Bureau of Economic Research, Inc., Cambridge, Massachusetts, U.S.A.
Institute of Social and Economic Research, Osaka University, Ibaraki, Osaka, Japan

August 16, 2014

Abstract
This paper provides an introduction to the field of evolutionary economics with emphasis on theevolutionary theory of household behavior. It shows that the goal of evolutionary economics is
to improve upon neoclassical economics by incorporating more realistic and empiricallygrounded behavioral assumptions and technological innovation and that the goal of theevolutionary theory of household behavior is to improve upon the neoclassical theory ofhousehold behavior by replacing the neoclassical assumption of selfish utility maximization withbounded rationality and satisficing and by incorporating the reaction of households to theintroduction of new goods and services. The paper concludes with a brief discussion of loss
aversion and self-interest vs. altruism.
Journal of Economic Literature classification numbers: A12, B15, B25, B52, D11, D91, E21,
O31, O33
Key words: Altruism; altruistic bequest motive; behavioral assumptions; behavioral economics;
bequest motives; bounded rationality; consumption behavior; creative destruction; destructive
technologies; dynastic bequest motive; evolution; evolutionary biology; evolutionary economics;
group selection; household behavior; kin selection; loss aversion; natural selection; neoclassicaleconomics; observational implications; profit maximization; pure altruism; rationality; reciprocal
altruism; satisficing; selfishness; self-interest; strategic bequest motive; survival of the fittest;
technology; technological innovation; technological progress; utility maximization*This is a revised and expanded version of my professorial lecture delivered at the School of
Economics of the University of the Philippines, Diliman, on August 8, 2014, in connection with
my appointment to the Vea Family Professorial Chair in Technology and Evolutionary
Economics Centennial. I am grateful to Romeo Matthew T. Balanquit, Kent Jason Cheng, Raul
V. Fabella. Aleli D. Kraft, Yoko Niimi, Stella Luz A. Quimbo, Ernesto M. Pernia, Kenneth Reyes,
Gerardo P. Sicat, Rosa M. Alonso i Terme, and especially Emmanuel S. de Dios for theirinvaluable comments and suggestions.
**School of Economics, University of the Philippines, Diliman, Quezon City, Philippines 1101.
Email: horioka@iser.osaka-u.ac.jp
Forthcoming in The Philippine Review of Economics, vol. 51, no. 2 (December 2014).

INTRODUCTION
It is my great honor and privilege to have been appointed to the Vea Family Professorial Chairin Technology and Evolutionary Economics Centennial in the School of Economics at the
University of the Philippines and to have this opportunity to deliver this professorial lecture
before such a large and distinguished audience.

THE VEA FAMILY
Before starting my lecture, I would like to say a few words about two members of the Vea
Family, the family that endowed the Chair to which I was appointed—Mr. Orlando B. Vea and Dr.
Reynaldo B. Vea. Neither of them needs any introduction, but to introduce them briefly, Mr.
Orlando B. Vea was born in 1951 to a father who was a civil servant and a mother who was aschoolteacher. He had a strong interest in science and technology as a child, but he majored in
Economics in college and received his B.A. in Economics cum laude from the School of
Economics of the University of the Philippines in 1970.
Mr. Vea co-founded Smart
Communications, Inc., the Philippines’ pioneer and still leading wireless services provider, in
1991, served as its first President and CEO until 1999, then after Smart’s acquisition by PLDT,
he served as head of the PLDT Group’s media and content businesses as President and CEOof MediaQuest Holdings, Inc., before returning to Smart Communications, Inc., as Chief
Wireless Advisor in 2008. Mr. Vea is one of the most distinguished alumni of this School in
addition to being one of the leading technology entrepreneurs in the Philippines.
Turning to Dr. Reynaldo B. Vea, the younger brother of Orlando, he is equally accomplishedand also has a technology connection. He received his B.S. in Mechanical Engineering magna
cum laude from the University of the Philippines in 1978, an M.S. in Naval Architecture andMarine Engineering from the Massachusetts Institute of Technology in 1981, and a Ph.D. in
Engineering from the University of California, Berkeley, in 1991. He served as Naval Architectand Marine Engineer at a number of U.S., companies and as professor and dean of the College
of Engineering of the University of the Philippines and is now President and Chief Executive
Officer of the Mapua Institute of Technology, one of the leading technological institutions in thePhilippines.
Since both Vea brothers are leaders in the technology field, it is fitting that the Vea family
graciously endowed two technology-related Professorial Chairs in the University of thePhilippines in 2008 in connection with the university’s centennial celebration: the Vea Family
Professorial Chair in “Technology for All” in the College of Engineering and the Vea Family
Professorial Chair in Technology and Evolutionary Economics in the School of Economics. We
are all truly grateful to the Vea family for its great generosity and for its promotion of teaching
and research in technology, and I am very honored and humbled to have been named to one of
the two prestigious Chairs endowed by the Vea Family.
Given that the title of the Chair to which I have been appointed is the Vea Family Professorial
Chair in Technology and Evolutionary Economics Centennial, I feel obligated to speak about
either technology or evolutionary economics. Given that my primary expertise is householdbehavior, I have decided to speak on the topic of “Evolutionary Economics and Household
Behavior.” But before talking about this topic, I would like to talk briefly about what economics is,what evolution is, and what evolutionary economics is.

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WHAT IS EVOLUTIONARY ECONOMICS?
Economics is a science that studies human behavior but so are the other social sciences suchas anthropology, history, law, political science, psychology, and sociology. What currently
distinguishes economics from the other social sciences is that it uses more mathematics andstatistics, constructing rigorous theoretical models to describe human behavior and testingthese models through rigorous statistical analysis. Thus, economics is much closer to thenatural sciences than the other social sciences in terms of the methodology it uses.
Since economics is so close to the natural sciences in terms of the methodology used, it is not
surprising that concepts from the natural sciences are very often incorporated into economics.
For most of the previous century, physics was the natural science whose methods economics
sought to emulate the most closely. 1 In more recent decades, however, economists haveshown increasing interest in biological concepts and methods, partly fulfilling Alfred Marshall’s
well-known assertion that biology, not mechanics, is the “true Mecca” of economics. One
excellent example of this trend is evolutionary economics, which is the incorporation ofevolutionary biology into economics.
As I am sure you already know, the theory of evolution was developed by the great British
biologist Charles Darwin (1809-1882) in his seminal book On the Origin of Species (Darwin,1859), which was first published in 1859. According Darwin’s theory, species evolve over time,with traits adapted to their specific environment becoming more and more dominant anddisadvantageous traits being gradually phased out. For example, in a certain environment (say,a habitat with many tall trees), giraffes with long necks will be more likely to survive andprocreate than giraffes with short necks because they can reach leaves that are higher up in thetree, and hence giraffes with long necks will gradually come to dominate giraffes with shortnecks, eventually causing the latter to become totally extinct. This phenomenon is also called"natural selection" or "survival of the fittest."
Social scientists have been incorporating concepts from evolutionary biology into humanbehavior in general and economic behavior in particular since soon after Darwin unveiled his
theory more than a century and a half ago. For example, the eminent British philosopher
Herbert Spencer (1820-1903) argued in his book First Principles of a New System of Philosophy(Spencer, 1862/2000), which was first published in 1862, just three years after Darwin publishedOn the Origin of Species, that evolutionary processes are at work throughout the cosmos,
applying to everything from stars and galaxies to biological organisms and human socialorganization. The name of Herbert Spencer is virtually synonymous with Social Darwinism, asocial theory that applies the concept of evolution to human society (in particular to laissez-faire
capitalistic societies) and argues that the “strong” (however defined) would see their wealth andpower increase whereas the “weak” (however defined) would see their wealth and power
decrease and perhaps perish altogether. Social Darwinism has acquired a bad name for itself(perhaps deservingly so) because it has been used to justify laissez-faire capitalism, racism,and preservation of the status quo, but Spencer deserves credit nonetheless for being perhaps
the first scholar to apply concepts from evolutionary biology to human behavior generally andeconomic behavior in particular.

1This is discussed and critiqued most extensively by Mirowski (1989). Fabella (2013) criticizes economists’ adulationof physics.

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As another example, Karl Marx (1818-1883), the great German philosopher, economist, andrevolutionary socialist, developed a theory of economic development that also contains
elements of evolutionary biology that informed his work including Das Kapital (Marx, 1867-94).
Marx’s evolutionary theory is most explicitly summarized in the introduction to his Contribution to
the Critique of Political Economy (Marx, 1859). Here, he argues that economic systems as awhole evolve over the course of history, with superior economic systems replacing inferior ones
as the latter are beset by contradictions between technological progress and emergent humanpossibilities on the one hand and inefficient property rights on the other, which prevent themfrom surviving over the long term. In Marx's scheme, feudalism was replaced by capitalism,
which in turn would eventually be replaced by socialism due to evolutionary forces.
As yet another example, the Austrian-American economist Joseph Schumpeter (1883-1950),
one of the most influential economists of the twentieth century, applied the concept of evolution
to innovation or technology in his books The Theory of Economic Development (Schumpeter,
1934/1982), which was first published in 1911, and Capitalism, Socialism, and Democracy(Schumpeter, 1942/1994), which was first published in 1942. He argued that macroeconomic
equilibrium obtains during normal times but that the successful introduction of new innovations
or technologies (which he called “disruptive technologies”) by entrepreneurs forces alreadyexisting technologies and means of production to lose their positions within the economy,
leading to “creative destruction.” He argued that capitalism could only be understood as anevolutionary process of continuous innovation and creative destruction and hence can be
regarded as the forefather of evolutionary economics. I should note parenthetically that while
the use of the word “destruction” might suggest that “creative destruction” is a bad thing,
Schumpeter viewed it positively since it is what leads to the adoption of newer and better
technologies.
Moreover, Schumpeter believed that economic systems as a whole also evolve, just as Marx did,and predicted that competition would force firms to co-opt entrepreneurs, which in turn would
destroy their entrepreneurial spirit and ultimately lead to the demise of capitalism. Thus, both
Marx and Schumpeter believed that economic systems as a whole evolve and that capitalism
would be replaced by socialism, but they differed with respect to the mechanism that they
thought would cause this transition and with respect to whether or not it was desirable, with
Marx rejoicing in the demise of capitalism and Schumpeter bemoaning it.
For the most part, however, economists such as Marx, Schumpeter, and their immediate
followers used evolutionary theory only as a metaphor or analogy without any explicit attempt tolink economic behavior directly to the implications of biological Darwinian theory for human andsocial behavior. Many of Darwin’s observations on human sociality, cooperation, and altruism,
as contained in his other great work, The Descent of Man (Darwin, 1871), are only now being
seriously incorporated into economic thinking in what is now called evolutionary economics
proper.
Whereas Schumpeter can be regarded as the harbinger of evolutionary economics, theAmerican economists Richard R. Nelson (1930- ) and Sidney G. Winter (1935- ) are widely
regarded as the fathers of this new field of evolutionary economics. They applied the concept ofevolution to firms in their book An Evolutionary Theory of Economic Change (Nelson and Winter,
1982). They argued that more successful firms (firms that have found innovative (or imitative)
solutions to improve their profits) would grow at the expense of less successful firms, at times
driving less successful firms out of business altogether.

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Thus, economists have applied the concept of evolution to individuals (as in the case of
Spencer), to technologies (as in the case of Schumpeter), to firms (as in the case of Nelson andWinter) ,and even to economic systems as a whole (as in the case of Marx and Schumpeter),but as I have tried to show, technology plays an especially crucial role in the evolution of
economies and economic growth, which is why it is highly appropriate that the Vea family has
endowed a Professorial Chair in Technology and Evolutionary Economics. Like everything else,
technology evolves over time, with newer and better technologies driving out older and inferiorones, and this in turn leads to increases in productivity (or equivalently, reductions in production
costs), improvements in product quality, and the development of new goods and services, all ofwhich lead to economic growth and improvements in people’s quality of life. To put it anotherway, technology increases the size of the pie that can be baked from a given amount of capital,
labor, and other factors of production so that everyone can have more pie without taking any
away from others. Technology is a “magic pill” for achieving economic growth because it can
get you something for nothing.
Schumpeter fully recognized the importance of the role played by technological innovation ineconomic growth, and lamented the fact that neoclassical economics did not adequately
address technological innovation and, in effect, assumed an economic world that is free ofinnovation. “Schumpeter’s challenge”, so-called, was to create a theoretical framework foranalyzing innovation-driven economic growth. This is the most important raison d’etre for
evolutionary economics, and it is in this sense that Schumpeter can be considered to be theforefather of evolutionary economics.

THE INADEQUACIES OF NEOCLASSICAL ECONOMICSWith this as historical background, in the remainder of this lecture, I would like to introduce you
to evolutionary economics by first discussing the two most serious defects of neoclassicaleconomics and of the neoclassical theory of household behavior and then discussing how
evolutionary economics has tried to improve upon neoclassical economics by correcting these
defects. I will try to argue that the ultimate goal of evolutionary economics is to develop acomplete theoretical alternative to neoclassical economics that remedies the two major defects
of neoclassical economics.
(1) ITS UNREALISTIC BEHAVIORAL ASSUMPTIONS
The first major defect of neoclassical economics is that it is a deeply flawed theory of humanbehavior and of the behavior of human organizations in any context, static or dynamic, because
it makes behavioral assumptions that are not realistic or empirically grounded. For example, it
assumes that households maximize utility and that firms maximize profits, even though it ishighly unlikely that households and firms have the enormous information-gathering andinformation-processing capabilities needed to maximize their utility or their profits. Evolutionary
economics has tried to remedy this defect by making more realistic and empirically groundedassumptions about household and firm behavior—in particular, by assuming that bothhouseholds and firms suffer from “bounded rationality” and “satisfice” instead of maximizing
utility or profits (more on this later).
(2) ITS FAILURE TO ADDRESS TECHNOLOGICAL INNOVATIONThe other major defect of neoclassical economics is that it assumes that economies are staticand free of technological innovation, even though economics are dynamic and technological4

innovation plays a crucial role in economic growth and development. Evolutionary economics
has tried to remedy this defect by developing a dynamic theory of capitalist economies that arealways in motion and always generating and reacting to technological innovations of all types.

THE INADEQUACIES OF THE NEOCLASSICAL THEORY OF HOUSEHOLD BEHAVIOR
Turning our attention to household behavior, which is the main focus of my own research and of
today’s lecture, the neoclassical theory of household behavior suffers from the same two
defects from which neoclassical economics as a whole suffers—namely, that it makes
behavioral assumptions about household behavior that are not realistic or empirically grounded
and that it is static rather than dynamic and, in particular, that it does not adequately address
the reaction of households to the introduction of new goods and services.
(1) ITS UNREALISTIC BEHAVIORAL ASSUMPTIONSThe key assumption of the neoclassical theory of household behavior is that households picktheir consumption bundles optimally (i.e., so as to maximize their utility). The problem with thisassumption is that it is unrealistic due to the presence of “bounded rationality,” a concept
borrowed from the Carnegie School of Herbert A. Simon (1916-2001) (Simon, 1955, 1959), thewinner of the 1978 Nobel Prize in Economics, and others. Simon argued that, in order to makedecisions rationally and to maximize their utility, individuals need to identify all possible
alternatives, determine the consequences of each alternative, and select the alternative that
confers the greatest utility on them. This requires an almost infinite amount of information andinformation-gathering and information-processing capabilities, which human beings do not have
due to their “bounded rationality.” Thus, he argued, individuals are forced to settle for“satisficing” (a portmanteau of the words “satisfy” and “suffice”) rather than utility maximization,
searching through the available alternatives until an acceptability threshold is met rather thansearching through all possible alternatives and picking the one that maximizes their utility,
thereby making the decision-making process much simpler, shorter, and more manageable.2
Nelson and Consoli (2010), who can be regarded as the fathers of the evolutionary theory ofhousehold behavior, as explained later, acknowledge that the neoclassical theory of householdbehavior may not be a bad approximation of reality in the case of relatively small changes in theprices of goods and services with which households have considerable experience, where“changing the mix” is all that is required. However, they argue that their own theory based onbounded rationality has at least as much explanatory power even in this case and that it isbased on much more plausible and empirically grounded assumptions.
(2) ITS FAILURE TO ADDRESS TECHNOLOGICAL INNOVATIONThe other major defect of the neoclassical theory of household behavior is that it does notincorporate the reaction of consumers to the introduction of new goods and services eventhough, as evolutionary economists emphasize, technological innovation plays a central role ineconomic growth and development and a significant portion of technological innovation incapitalist economies consists of the development of new goods and services. The neoclassical2

The late José Encarnación, Jr., long-serving dean of the School of Economics of the University of the Philippines ,was himself an adherent and prominent advocate of “satisficing” behavior, as can be seen in his theory of L*ordering, or threshold-augmented lexicographic preferences. See, e.g., Encarnación (1964).

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theory of household behavior may do an adequate job of addressing, predicting, and explaining
the response of households to changes in the prices of familiar goods and services but does notaddress the response of households to the introduction of entirely new goods and services.
The problem, as pointed out by Nelson and Consoli (2010, p. 284), ”is that “[neoclassical]
theory represses the uncertainties, and the time involved, for households to make significant
changes in their patterns of behavior, particularly when these entail learning about and learning
to do new things. We note two important weaknesses of neoclassical theory here. One is theassumption that households have well defined preferences regarding goods and services they
never have experienced [or do not yet exist]. The second is failure to recognize that evenawareness of choice sets is to a considerable extent dependent on what has in fact beenchosen, and the process of choosing.” In reality, preferences will be influenced by which goods
and services households have already experienced and which they have not yet experienced,
meaning that preferences will be endogenous, path-dependent, and potentially unstable.
To put it another way, learning (i.e., learning about, learning to use, and learning the value of
new goods and services) is ignored in the neoclassical theory of household behavior. Moreover,neoclassical theory is also deficient in assuming that household preferences are fixed andignoring the possibility that new wants emerge from time to time and that these new wants often
lead to the emergence of new goods and services capable of meeting those wants. (See Witt
(2001) for more on the concept of wants and how new wants can prevent consumption frombecoming satiated despite the growth of per capita income.)

THE EVOLUTIONARY THEORY OF HOUSEHOLD BEHAVIOR
Next, I would like to discuss the evolutionary theory of household behavior and show how it
remedies the two major defects of the neoclassical theory of household behavior.
Until recently, evolutionary economists have focused mostly on the supply side—namely, firm
behavior and technological innovation—and have paid little attention to the demand side,
especially household behavior. But this is an important omission because a significant portionof technological innovation in capitalist economies consists of the development of new goods
and services, as a result of which a theory that realistically describes how consumers react to
new goods and services is badly needed. Fortunately, Richard R. Nelson and Davide Consoli
published a paper entitled “An Evolutionary Theory of Consumption Behavior” in the Journal of
Evolutionary Economics in 2010 (Nelson and Consoli, 2010) that addresses this very topic andpropose the broad outlines of a behavioral or evolutionary theory of household behavior that
does not suffer from the two major defects of neoclassical household behavior discussed above.
One option is to have separate theories to deal with dynamic contexts in which change,
especially technological innovation, is rapid and another to deal with static contexts in whichchange is slower or more episodic, but Nelson and Consoli (2010) start with the assumption thata unified theory that can explain household consumption behavior in all contexts is preferable tohaving separate theories for different contexts.
To briefly summarize Nelson and Consoli’s (2010) proposed theoretical framework, they argue
that the assumption that households have a stable, well-defined general utility function andmaximize their utility subject to a budget constraint is unrealistic and assume instead that “ahousehold has a set of particular wants it attends and that the goods and services it purchases
are intended for use in meeting those wants (Nelson and Consoli, 2010, p. 670),” and that6

households can judge at least roughly whether, and to what extent, particular wants are being
met, given what they know and believe.
Nelson and Consoli (2010, p. 673) acknowledge that there is a continuum among types ofpurchases of goods and services but they find it useful nonetheless to “make a distinction
between circumstances where the purchases of goods and services are largely a matter ofroutine, involving little in the way of self-conscious selection, and circumstances which require
the household to dedicate a certain amount of thought and effort to deciding what to do.” 3
Examples of the latter include circumstances that require households to engage in certain
activities for the first time such as buying baby goods for their first baby and circumstances that
require a major commitment of resources such as the purchase of cars and other big-ticket
items, but the best example is circumstances that involve the purchase of newly introduced
goods or services. Households need to do a substantial amount of learning when new goods
and services are introduced (about what wants the good or service satisfies, how to use thegood or service, etc.), especially if the new good or service is unlike any existing good or service.
Thus new goods and services provide challenges as well as opportunities and require a
considerable amount of learning on the part of households.

MORE ON BEHAVIORAL ASSUMPTIONS(1) LOSS AVERSION
Getting back to our discussion of the objections evolutionary economists have to theneoclassical assumption of utility maximization by households, another objection they have isthat other assumptions may be more relevant depending on the environment in which theindividual or household is placed. For example, when an individual is living at a subsistencelevel where a reduction in resources may mean death, it may be rational for him or her to place
greater value on losses than on gains (i.e., to exhibit loss aversion).
The concept of “loss aversion” was first proposed by Daniel Kahneman (1934) and Amos
Nathan Tversky (1937-1996), a renowned team of psychologists and behavioral economists(one Israeli-American and the other Israeli), the former of whom received the 2002 Nobel Prizein Economics, in Kahneman and Tversky (1984). “Loss aversion” refers to the fact that thedecrease in an individual’s utility from losing 1000 pesos is greater than the increase in that
individual’s utility from winning 1000 pesos. This tendency has been observed in numerous
economic experiments although there have been some experiments that find no evidence ofloss aversion, and even one experiment that used non-human subjects (capuchin monkeys)
found evidence of loss aversion. This widely observed empirical regularity can be explained byevolutionary economics but not by neoclassical economics.
(2) SELF-INTEREST VS. ALTRUISM
Yet another objection that evolutionary economists raise to the behavioral assumptions ofneoclassical household theory is that it assumes that individuals are completely selfish, caring
only about themselves and deriving utility only from their own consumption, even though
individuals often exhibit cooperative or altruistic behavior in the real world. These behaviors are
3This is reminiscent of the neuroscientific distinction Daniel Kahneman makes in his book Thinking, Fast and Slow
(Kahneman, 2011) between “System 1” and “System 2” thinking. The former is almost automatic and uses
heuristics, while the latter is deliberate and logical and requires effort.

7difficult to explain using neoclassical economists but they can easily be explained using
evolutionary biology. Here are a few examples of seemingly altruistic or cooperative behaviors
in the animal world than can be explained by evolutionary biology.
(1) Kin selection. If individuals are concerned not about maximizing their own utility but about
perpetuating their own genes, they may sacrifice their own life in order to save the life of ablood relative because doing so will help perpetuate their own genes, a phenomenon that iscalled “kin selection.” To cite an example of this phenomenon in the animal world, the male
Australian redback spider (Latrodectus hasselti) "somersaults" and twists his abdomen
directly onto the fangs of his mate while copulating, and approximately 65% of males are
consumed by their mates at this stage. Males that "sacrifice" themselves in this mannerenhance the survival prospects of their own genes because the mother of their progeny will
be better nourished as a result of their sacrifice and be more likely to give birth to healthy
progeny.
(2) Reciprocal altruism. Individuals who want to perpetuate their own genes may help acomplete stranger to survive in the expectation that the stranger will return the favor in the
future when one’s own life is in danger, a phenomenon that is called “reciprocal altruism.”
One example of this phenomenon in the animal world is that of vampire bats. Vampire batscommonly regurgitate blood to share with unlucky or sick roost mates that have been unable
to obtain enough blood on their own, presumably in the expectation that the beneficiary of
their generosity will return the favor when the tables are turned.
(3) Group selection. An individual may help ensure the survival of the group to which it
belongs, whether or not the other members are their blood relatives, since enhancing thesurvival prospects of the group as a whole will enhance the survival prospects of eachmember of the group including the individual himself or herself, a phenomenon that is called“group selection.” To cite two examples of this phenomenon in the animal world, wolves
hang out in packs because this facilitates the capture of prey, and conversely, chimpanzees
live in groups because this provides a more effective defense against predators andpromotes the defense of valuable territory. To cite another example, vervet monkeys give
alarm calls to warn fellow monkeys of the presence of predators, thereby enhancing thesurvival prospects of the group as a whole, even though in doing so they attract attention tothemselves, thereby increasing their personal chance of being attacked.
As these examples illustrate, there are many examples of seemingly altruistic or cooperative
behaviors in the animal world, but they can be explained via self-interest if we assume thatanimals are selfish in the sense that they care about the perpetuation of their own genes (or of
the group to which they belong).4
Our discussion has focused thus far on examples from the animal world, but I would now like toturn to examples from human behavior. There is no doubt that humans engage in seemingly
altruistic or cooperative behaviors to the same extent as, or to a greater extent than, animals.
To cite a few examples, humans make enormous sacrifices for their children’s education and
4Some writers would dispute whether selfishness should include behavior in favor of group selection. They would
argue that individual sacrifice in favor of group survival is actually a form of altruism, especially in cases in which
other group members are not genetically related, as in human society. On the other hand, it can be argued that an
ant or bee colony can be regarded as being one giant organism that is behaving selfishly. Richard Dawkins {theauthor of The Selfish Gene (Dawkins, 2006)) is the most prominent opponent of the idea of group selection whereas
Edward O. Wilson is its greatest defender (see, e.g., Wilson, 2012).

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well-being, they leave large bequests to their spouses and children, they make large
contributions to various charitable organizations, they volunteer large amounts of their time andlabor to helping others, they donate their organs, bone marrow, and blood to complete strangers,etc., etc. Thus, human behavior is seemingly at odds with the neoclassical assumption of utility
maximization.
Note, however, that seemingly altruistic or cooperative behaviors can be selfishly motivated in
the case of humans as well. The best example of this is Becker’s (1991, Chapter 8) “Rotten Kid
Theorem,” which states that the child of an altruistic parent will exhibit seemingly altruistic
behavior (at least with respect to the maximization of family income) no matter how selfish he or
she is.
In the context of bequests, a parent who leaves a bequest to his or her child is selfishly
motivated if the bequest is a quid pro quo for nursing care, financial assistance, visits, phone
calls, etc., from that child during old age (i.e., if the threat of disinheritance is used to induce
their child to provide care and/or attention during old age) (Bernheim, Shleifer, and Summers(1985) conduct a theoretical and empirical analysis of this case, which they call the “strategic
bequest motive”). To cite another example, a parent who leaves a bequest to his or her child isselfishly motivated if the bequest is a quid pro quo for carrying on the family line and/or thefamily business (Chu (1991) construct a theoretical model of this case, which he calls“primogeniture” and which has also been referred to as the “dynasty model”). Using theterminology we used in the case of the animal world, the first example can be regarded as an
example of kin selection (because parents help their children, with whom they share half of theirgenes, to survive and conversely) or as an example of reciprocal altruism (because children
help their parents to survive in anticipation of having the favor returned in the form of a bequest),
and the second example can be regarded as an example of kin selection (because parents areprimarily concerned about the perpetuation of their genes). Thus, both examples of seemingly
altruistic behavior are actually selfishly motivated and possibly motivated by a desire toperpetuate one’s own genes.
A bequest from the parent to his or her child can be regarded as being altruistically motivatedonly if the parent does not demand any quid pro quo in exchange for leaving a bequest to his or
her children and leaves the bequest out of love for his or her children (Becker (1991, Chapter 8)
constructs a theoretical model of this case).
Since some bequest motives are consistent with self-interest and some with altruism, we need
information not only on whether or not people leave bequests but also on their motives forleaving bequests in order to know whether or not their behavior is consistent with self-interest or
altruism.
Fortunately, such data are available in a household survey called the “Preference Parameters
Study of Osaka University,” which was conducted in 4 countries by a team from Osaka
University of which I was a member. This survey asked respondents about their bequest
motives, asking them to choose from among the following choices:(Responses consistent with altruism)(1) I plan to leave an inheritance to my child(ren) no matter what.
(2) I do not plan to leave an inheritance to my child(ren) under any circumstances
because doing so may reduce their will to work.
(Responses consistent with self-interest)9(3) I plan to leave an inheritance to my child(ren) only if they provide care (including
nursing care) during old age.
(4) I plan to leave an inheritance to my child(ren) only if they provide financial assistanceduring old age.
(5) I do not plan to make special efforts to leave an inheritance to my child(ren) but will
leave whatever is left over.5(6) I do not plan to leave an inheritance to my child(ren) under any circumstances
because I want to use my wealth myself.
(7) I plan to leave an inheritance to my child(ren) only if they carry on the familybusiness.
We found that respondents with an altruistic bequest motive (viz., respondents planning to leavea bequest to their children even if they receive nothing in return and respondents not planning toleave a bequest to their children because doing so may reduce their will to work, options 1-2)
were prevalent in all four countries but especially in India and the United States, with 75.8% ofIndians and 67.0% of Americans having such altruistic bequest motives. This proportion wasmuch lower but still sizable in China and Japan (37.4% in China and 34.0% in Japan). By
contrast, respondents with a selfish bequest motive (viz., respondents not planning to leave abequest at all to their children and respondents planning to leave a bequest to their children only
if they receive some sort of quid pro quo from their children, options 3-7) were in the majority in
China and Japan (62.6% and 66.0%, respectively) but in the minority in India and the UnitedStates (24.2% and 33.0%, respectively) (Horioka, 2014). The fact that altruistic individuals arein the majority in the United States and India and constitute a sizable minority in China andJapan suggests that the degree of applicability of the neoclassical assumption of self-interest
varies greatly from country to country but that it is not predominant in any country.
[Insert Figure 1 about here.]
Horioka (2014) conducts a comprehensive survey of more formal econometric tests of whether
parents and children are selfishly or altruistically motivated and finds that Americans are largely
altruistically motivated whereas Japanese are largely selfishly motivated, a result that is
consistent with the findings from the Osaka University survey discussed above.
Evidence from economic experiments also sheds light on whether or not people are selfish or
altruistic. Take as an example the dictator game, a game in which player 1 is required to decide
how to allocate 1000 pesos between himself/herself and player 2, and player 2 simply receives
what player 1 allocates to him/her. Player 1 can keep all 1000 pesos for himself/herself, give all1000 pesos to player 2, or keep part of the 1000 pesos and give the rest to player 2. If player 1
is selfish, he/she should keep all 1000 pesos for himself/herself and give nothing to player 2, but
in virtually all cases, player 1 gives at least part of the 1000 pesos (sometimes as much as 50
percent) to player 2, suggesting that he/she is at least partly altruistic.
A particularly striking falsification of the neoclassical assumption of self-interested behavior
among humans is presented in a well-known work by Henrich (2001) and Henrich, et al. (2005)(see also de Dios, 2008). The authors observe how experimental subjects in fifteen small-scaleprimitive societies from throughout the world (Africa, Mongolia, Papua New Guinea, SouthAmerica, etc.) play the ultimatum, public goods, and dictator games and find that the selfishness
axiom is violated almost consistently across these societies, with few, if any, of the subjects in
5This option may be consistent with altruism if the rest of the money is given to charitable organizations orfoundations, as in the case of Warren Buffett or Bill Gates.

10

these societies offering nothing to player 2 in the dictator game. Moreover, the authors find thatthe degree of unselfishness varies with the degree of cooperation required for survival in aparticular society as well as with how much experience the society has had with market
exchange.
Evolutionary economists are therefore justified in criticizing the neoclassical assumption of selfinterest and the fact that evolutionary economics can explain selfish behavior, seemingly
altruistic behavior that is actually selfishly motivated, and genuinely altruistic behavior makes it
more realistic than neoclassical economics.

THE VERDICT ON THE EVOLUTIONARY THEORY OF HOUSEHOLD BEHAVIOR
In sum, Nelson and Consoli’s (2010) theory of household behavior is superior to theneoclassical theory because its assumptions are realistic and empirically grounded, because it
incorporates technological innovation, the new goods and services that technological innovation
often produces, and changes in preferences and wants and because it incorporates learning
into the decision-making process.
However, the Friedmanesque challenge to all attempts to change behavioral axioms has always
been to show that they make a difference in terms of observable behavior and result in better
predictions. The burden of proof is on evolutionary economists to demonstrate that their theory
has observational implications that are different from those of neoclassical theory and that theirobservational implications are verified empirically. Going back to our earlier discussion ofbequest motives, we would expect households with bequest motives to have higher saving rates
than households without bequest motives. And indeed Horioka, et al. (2002) find, as expected,
that, in Japan, households with bequest motives have a higher rate of accumulation (savingrate) than households without bequest motives and that the difference is proportional to themagnitude of their intended bequest. This is one example of a case in which alternatives toneoclassical theory have observational implications that are different from those of neoclassicaltheory and in which these observational implications have been tested and verified.

EVOLUTIONARY ECONOMICS VS. BEHAVIORAL ECONOMICS
Before ending, let me say a word about the connection between evolutionary economics andbehavioral economics. Evolutionary economics and behavioral economics are very closely
related to one another and specialists in the two fields are on very good terms with one anotherbecause they have a common enemy—namely, neoclassical economics! Their common goal is
to improve upon neoclassical economics by making it more realistic, and they differ only inemphasis. Namely, evolutionary economists place more emphasis on making neoclassicaleconomics more dynamic and incorporating technological innovation whereas behavioral
economists place more emphasis on making the behavioral assumptions of neoclassicaleconomics such as the assumption of selfish utility maximization by households more realistic
and empirically grounded.

SUMMARY
As I have tried to show in this lecture, evolutionary economics is an important, promising, andgrowing field of economics that vastly improves upon neoclassical economics by incorporating11

more realistic and empirically grounded behavioral assumptions and technological innovation. It
is therefore much better able to explain and predict economic behavior and is able to explain
and predict a broader range of economic behaviors than neoclassical economics. It is indeed
fortunate for the School of Economics of the University of the Philippines and for the economics
profession as a whole that the Vea family had the generosity and foresight to endow the Vea
Family Professorial Chair in Technology and Evolutionary Economics Centennial and toencourage teaching and research in this important, promising, and growing field of economics.
For that we are eternally grateful.
Thank you very much for your kind attention.

12

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University of the Philippines, Diliman, Quezon City, The Philippines.
Henrich, Joseph (2001), “In Search of Homo Economicus: Behavioral Experiments in 15 SmallScale Societies,” American Economic Review, vol. 91, no. 2 (May), pp. 73-78.
Henrich, Joseph; Boyd, Robert; Bowles, Samuel; and 14 others (2005) “’Economic Man’ in
Cross-cultural Perspective: Behavioral Experiments in 15 Small-scale Societies”, Behavoral andBrain Sciences, vol. 28, pp. 795-855.
Horioka, Charles Yuji (2014), “Are Americans and Indians More Altruistic than the Japanese andChinese? Evidence from a New International Survey of Bequest Plans,” Review of Economicsof the Household, vol. 12, no. 3 (September 2014) (lead article of Special Issue on “Altruism andMonetary Transfers in the Household: Inter and Intra-generation Issues”), forthcoming.
Horioka, Charles Yuji; Yamashita, Kouji; Nishikawa, Masashi; and Iwamoto, Shiho (2002),“Nihonjin no Isan Douki no Juuyoudo, Seishitsu, Eikyou ni tsuite (On the Importance, Nature,and Impact of the Bequest Motives of the Japanese),” Yuusei Kenkyuusho Geppou (Monthly
Review of the Institute of Posts and Telecommunications Policy), no. 163 (April), pp. 4-31 (inJapanese).
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Psychologist, vol. 39, no. 4, pp. 341-350.
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Marx, Karl (1859), Contribution to the Critique of Political Economy, Marxists Internet Archive.
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Mirowski, Philip (1989), More Heat Than Light (New York: Cambridge University Press).
Nelson, Richard R., and Consoli, Davide (2010), “An Evolutionary Theory of Household
Consumption Behavior,” Journal of Evolutionary Economics, vol. 20, no. 5 (October), pp. 665687.
Nelson, Richard R., and Winter, Sydney G. (1982), An Evolutionary Theory of Economic
Change (Cambridge, Massachusetts, U.S.A.: Belknap Press/Harvard University Press).
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14

Figure 1: An International Comparison of Bequest Motives
80.00
70.00
60.00
50.00
40.00
30.00
20.00
10.00
0.00

China

India

Japan

U.S.

Altruistic bequest motive

37.40

75.80

33.98

66.97

Selfish bequest motive

62.60

24.20

66.02

33.03

Notes: The blue bars show the proportion of respondents having an altruistic bequest motive,
while the red bars show the proportion of respondents having a selfish bequest motive. The
denominator excludes those who did not respond to the question about bequest motives andthose who replied that they want to leave a bequest to their child(ren) but won't because they
don't have the financial capacity to do so.
Data Source: 2012 Preference Parameter Survey of Osaka University (Kurashi to Konomi to
Manzokudo ni tsuite no Anke-to Chousa) except for rural China, for which the 2010 survey wasused. The results for the urban and rural surveys for China and India were weighted by the
proportions of the urban and rural populations in each country (52/48% in China and 32/68% inIndia).

15