A movement can become more radical without every activist becoming more radical. When ideological misfits leave, committed members remain and public platforms reward escalating displays, the composition and visible voice of the group change together.
Refusing to spend can signal status just as reliably as spending does — Milan boutique staff rated a woman in gym clothes as the more likely buyer. Meanwhile the psychology shows two entirely different machines producing the same thrifty behaviour, and only one of them feels good.
Why do we spend money on impractical luxury items, even when we know it's irrational? Explore the 'Peacock Paradox' and discover how costly signaling, rooted in evolutionary biology, hardwires our desire for status over utility.
