Science News has an interesting article about new research suggesting that our desire to have what others have is neurally hardwired in our brains. From the article:
Copying other people’s desires is a good way to learn about the environment, says study coauthor Mathias Pessiglione of INSERM in Paris. Eating the food that other people eat, for example, is a simple way to avoid food poisoning. But this adaptive feature can break down when desired objects are in short supply.
Pessiglione and his team showed adults one of two videos: a piece of candy sitting on a surface, or a person’s hand reaching toward a different-colored piece of candy. Participants then rated the desirability of each candy they saw. As the mimetic desire theory predicts, people rated the about-to-get-grabbed candy as more desirable. The same effect held for clothes, tools and even toys, the team reports in the May 23 Journal of Neuroscience.
Read the entire article at Science News.