is an argument for a ‘substantivist economic psychology’. On the one hand, this position would take seriously cultural-historical artefacts of the kind discussed in , e.g. those related to religious beliefs. Economic psychology to date has not focused very much at all on the role of such artefacts. On the other hand, it would require anthropologists – who already pay attention to culture – to also pay much more attention than they currently do to the findings and theories of psychologists about such things as learning, decision making and planning. As part of this assessment, we need to rethink the idea that human psychology is an intrinsically ‘individual’ phenomenon.