title: Using evolutionary theory to enhance the brain imaging paradigm.
authors.affiliation: Marketing Department, John Molson School of Business, Concordia University Montreal, QC, Canada.
authors.forename: Gad
authors.initials: G
authors.lastname: Saad
authors.affiliation: Marketing Department, John Molson School of Business, Concordia University Montreal, QC, Canada.
authors.forename: Gil
authors.initials: G
authors.lastname: Greengross
keywords: domain-specific modules; ecological validity; evolutionary psychology; illusion of explanatory depth; neuroimaging; proximate vs. ultimate; scientific method