“The placebo effect is a particular kind of priming effect. And what I want to do now is to explain a whole range of other priming effects by invoking the existence of an “evolved self-management system”… I want to know why individual human beings turn out like they do, why we respond to “messages” from our social and physical environments in such interesting ways… Why, for example, do religious messages get to us and change us for the better (or worse)? Why do aesthetic messages, art, architecture, music do so, if and when they do? Are they all acting in some way as placebos (or nocebos) for the self?”