This study was directed towards testing evolutionary hypotheses concerning the adaptive advantages of deception and the relationship between deception and self-deception. Explanations are argued for in terms of the consequences for evolutionary fitness contributing to individual survival within the human species. Darwin's theory of natural selection within the framework of evolutionary psychology provides the theoretical background for the study. The broad or covering hypothesis addressed is that deception and self-deception each involve a kind of consciousness or strategic cognitive process and that they have co-evolved through the operation of natural selection due to their importance and worth for the survival of the individual. The study is empirical, conducted by using the technique of secondary analysis on the data yielded by the World Values Survey collected in 45 countries in its second wave of 1990 to 1993 as well as on a South African sample containing variables of interest to the study. Findings show a significantly positive relationship between deception and selfdeception. However, the relationship between deception and evolutionary fitness promoting factors, derived by factor analysis, was inconclusive. Findings nevertheless do suggest an overall trend that while deception is favourable in the short-term, it is counter-favourable in the long-term - deception at the end of the day does not pay.