But DeScioli and his colleagues suspected otherwise; they thought people were actually making a strategic decision about how to act based on how someone else might judge them.

然而德西奥里和他的同事们并不这么认为。 他们觉得事实上人们是基于可能会受到的来自他人的评价，策略地决定了应该怎么做。

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Lastly, who would ever have thought that a judge would ever render an intellectual property verdict based on product coolness?

FORBES: Is Your Brand Legally Cool Enough?