Evolutionary psychology, economics, and behavior studies in general often fail to account for what may be an innate, or strongly socialized, motivating variable. “Rational people will seek to maximize their gain.” Sure. Now define gain.
In many discussions about behavior and economics, we do not account for obedience and social pressure. This is a mistake, as it is evident that it is a highly significant, though invisible, determinant.
The Last Psychiatrist (http://thelastpsychiatrist.com/2009/06/delaying_gratification.html)