In the widely accepted model of economic “man,” we are thought to behave in such a way to promote our material self-interest. Acting consistently with this definition, Frank states, is rational; acting inconsistently is “inopportunistic” and “irrational.” But this model, he writes, is “a woefully inadequate description of the way people actually behave” and that is the central message of his book.
Frank sees hard-core altruism – acting without material benefit for the self – as the most direct challenge to the economic man model, though there are other examples (love, sympathy) that also run counter to strictly self-interested behavior. Such other-regarding behavior, Frank states, cannot be explained by the kin selection and reciprocal altruism arguments put forward by evolutionary theorists. Clearly, Frank believes, more is at work than care for immediate kin or for the practical benefits that go along with reciprocal altruism. His task is to explain why one would act counter to one’s self-interest (he calls this the “commitment” model). Drawing from evolutionary theory, Frank says we act substantially from passions that pre-dispose us to act in other-regarding ways. Importantly, Frank does not toss out the self-interest model. Rather, he argues that we act from these “non-rational” reasons as well.
I struggled in many places to follow the authors’ various lines of thought and believe that clearer arguments have been made, or can be made, to support his central theme about other-regarding motivation. First, in discussing society’s role in encouraging cooperative behavior, Frank argues that such behavior must not be premised on material reward, but rather “must be intrinsic to the act itself. Otherwise, a person will lack the necessary motivation to make self-sacrificing choices.” Intrinsic motivation gets into a murky theoretical area as the obvious question is, why should one engage in “self-sacrificing” choices? In his discussion of our tribal nature, Darwin says that alone, the individual dies; being within a group, even if one’s pure self-interest is submerged, the individual survives and this is why we have a full-suite of other-regarding social emotions (love, sympathy, cooperative disposition, etc.). Evolution might make cooperative behavior seem filled with intrinsic motivation but, still, it all boils down to the individual’s self-interest: survival, well-being and, ultimately, reproduction. And, importantly, with consciousness we can lift that motivation from its embedded status, and make it a proactive, golden rule-like principle: we restrict ourselves and respect others, because it’s in our own interest to do so.
Second, economics has limited the term “rational” to material, economic gain. That’s an overly constrained definition of this term. From an evolutionary perspective, it’s rational to be other-regarding because this promotes the self’s well-being, survival and reproduction. There’s a direct coordination between these ends and means (i.e., being other-regarding) of behavior. To act this way is “rational,” even if it’s non-cognitive and motivated by “passions,” not “reason.” Perhaps this is what is meant by Frank’s subtitle, “The strategic role of the emotions.”*
Third, Frank’s model allows for both self-interest in the strict sense, and cooperative (self-interest in the broader, evolutionary survival, sense) behavior. These two poles of behavior not only reflect what we see in history and all around us, but they are also consistent with Darwinian variability. We are not one human nature, but rather two (self-regarding, and other-regarding) and everything in between.** As to why both might have survived evolution’s selection process, both poles of behavior promote survival. Looking out for one’s self-interest by asserting one’s power or manipulating and deceiving others has obvious survival advantage. But so too does cooperative behavior (Frank’s “strength in numbers argument”).
Since the book’s publication (1988), Frank’s theme has been increasingly referenced, approvingly, by others. The use of Darwinian theory to challenge the economic model of man is the special virtue of this book. Frank’s thinking then was fresh. It’s still fresh now.
*I found the book’s title and subtitle (and Frank’s interchangeable use of passions, emotion and sentiments) confusing. The title might suggest that passions promote other-regarding behavior, whereas reason promotes economic, material gain. Or the title might suggest that reason (“rational” behavior) is infused with passions (“irrational” motivation). This is not clear. An argument could be made, of course, that all behavior is motivated by “passion” or “emotion.” Otherwise, why would one care to promote one’s self interest, both narrowly and broadly (being social and other-regarding) defined? In other words, passions provide the ends of behavior and reason tells us how to achieve such ends. Seen this way, it’s reason, not the “passions,” that performs the “strategic role.”
**Frank cites modelling evidence to suggest that there’s a strong “ecological niche for both self-interested and cooperative behavior that is based on something other than material benefit.”