Evolutionary psychologist Miller (The Mating Mind) examines conspicuous consumption in order to further his (not entirely complementary) goals—to rectify marketing's poor understanding of human spending behavior and critique consumerist culture. According to the author, our purchases are powerful indicators of our personality and are used to lure in suitable mates and friends. The book defends the current psychological view of personality as varying along six axes: intelligence, openness to new experiences, conscientiousness, agreeableness, emotional stability and extroversion. While there is significant support for the author's contention that variation in these basic categories reflect genetic inheritance, preferences for each of them vary from society to society, from historical moment to moment and even within individual lives (e.g., conscientiousness tends to increase over the course of our lives as mating strategies shift from attracting short-term partners to maintaining long-term relationships). Miller is an engaging writer, even if his attempts at humor fall flat. What remains troubling is his failure to account for how a full range of traits can coexist in the same cultural environment and continue to be perpetuated across generations.