The next session is the Deontological pursuit of truth, the slippery slope of

forbidden knowledge. Dr. Gad Saad, who is a professor of marketing

at a Concordia University,

and also the former holder of the Concordia

University research chair in Evolutionary Behavioral Sciences and Darwinian consumption is here to talk to us.

He is in addition to being an academic, he is a blogger, a

youtuber, and a prolific author.

His book, the, let me get the full title,

the parasitic mind, how infectious ideas are killing common sense was released in

October 2020 and it is an international bestseller with 17 sign

translation rights so far. His next book has a great title, The Sad Truth About Happiness, Eight Secrets

for Leading the Good Life, and that will be released in July 2023. So please take the stage.

Thank you so much for the introduction and I'm happy to be here as part of the 10 year anniversary of Caesar. It's interesting that we said Caesar because in the book on happiness that's forthcoming,

I delved into the ancient Greek so I got to know the works of Marcus Aurelius

and other types of Caesars but happy anniversary to this Caesar.

So is it this? So, first a few terms for some of you who may not know the distinction between these two ethical systems.

So the title of the talk is The Intological Pursuit of Truth.

So what does the Intological Mean and how does it contrast to consequentialism. So the

entological statement is one that is an absolute truth, right? So if I say it is

never okay to lie, that would be an example of a deontological statement. If my lovely wife

who's sitting there were to say do I look fat in those genes then then I would quickly put on my consequentialist hat and I would say I would rather spare her feelings, although she never looks fat in any genes. She's always splendid. The top line on my CV is that I

convinced her to marry me. The rest is just fluff. So for most things in life we are consequentialists but there are some pursuits that by their very nature

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