This article argues that it is a waste of time seeking to treat populists as examples of homo economicus when seeking to persuade them that the conspiracy theories to which they subscribe are big lies. But it does not follow that homo economicus is worthless in this context. He has a role in explaining the evolution of the social norms whose violation is the root cause of the rise of populist movements. Such an approach requires a willingness to entertain both proximate and ultimate explanations of human behaviour simultaneously.
