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“It should also be noted that the objective of convergence and equal distribution, including across under-performing areas, can hinder efforts to generate growth. Contrariwise, the objective of competitiveness can exacerbate regional and social inequalities, by targeting efforts on zones of excellence where projects achieve greater returns (dynamic major cities, higher levels of general education, the most advanced projects, infrastructures with the heaviest traffic, and so on). If cohesion policy and the Lisbon Strategy come into conflict, it must be borne in mind that the former, for the moment, is founded on a rather more solid legal foundation than the latter” European Commission (2005, p. 9)Adaptation of Cohesion Policy to the Enlarged Europe and the Lisbon and Gothenburg Objectives.

In order to emphasize in-depth analyses of individual life stories, seven informants were selected. Since breadth of experience will contribute to a more detailed contextualization of the consumer's use of products in identity negotiation, diversity across informants was emphasized. Interviews generally followed the format as suggested by Thompson, Locander, and Pollio (1989). A comfortable setting was chosen and pseudonyms were used to ensure anonymity. Interviews were audio-taped and lasted anywhere from one to just over two hours. Grand tour questions (McCracken, 1988) focused on the meaning of the tattoo design, the experience of being tattooed, perceptions of the body, words the informants used to describe themselves, and other biographical information important for understanding the informant's personal myth. Every effort was made to present a natural front, keep the informant on track without being too directive, demonstrate active listening, and prompt the informant as a way of probing for details (Spradley, 1979). To ensure accuracy, an experienced and trained transcriptionist transcribed each of the seven interviews. The final text totaled 450 typed double-spaced pages.

Purpose – To present the argument that the paradigm of spontaneously self-ordering open adaptation is common to Hayek's thesis on the mind (The Sensory Order) and to his presentations of social science (the social order).

Methodology/approach – To show how Hayek's methodological stance for social science interrelates with his theoretical work in neuroscience and psychology, where the ‘connectionist’ paradigm is relevant to extensive writings upon the human condition.

Findings – •close parallels across biological, psychological and social adaptations give a basis for determining which methods are appropriate to gain knowledge about knowledge;•broad confirmation is evident that methods of proven worth to physical science have little relevance for the analysis of psychological and social phenomena, which are more complex than the phenomena of the material world.

Research limitations/implications – •that the social order rests upon common beliefs;•that no simple distinction separates subjective and objective knowledge;•that any drive for social science to match the precision of physical science is misguided;•that in seeking an objective focus, behaviourism eliminates crucial introspective insights upon motivation and goals.

Originality/value of paper – The presentation is one of exegesis showing the relevance of Hayek's seminal work in theoretical psychology to the broadest themes of human understanding and social adaptation.