The human impact on the planet is attributable to our propensity for excessive consumption. But what are the determinants that compel us to consume excessively? There are many. Of course, we can mention the well-known characteristics of the so-called consumer society and the ingenuity of advertising campaigns. But it would be very naive to believe that we consume simply because society has implemented incredible subterfuges to trap us. In reality, there are powerful forces, biologically ingrained in our brain, that make us almost pathological consumers.