The Evolution of the Self

There's a whole ad industry that capitalizes on the fact that they're they can influence people's decisions when it comes to where they spend their money. There's also this sense in the industry that the most effective type of advertising is the advertising that makes you convince yourself that it was your decision all along. So what do you think is the like, why do you think? I mean, maybe this is like too far afield, but evolutionarily, like why are we so attached to this sense that we have the freedom to act and we have the self that directs a lot of our behavior?"