It is debateable if fundamental human behaviours have changed very much over many thousands of years, as distinct from societal mores and pressures, and behaviourists providing intellectual frameworks to illustrate and explain those behaviours.
To take a blatant example; is the British Army so very different from the armies of Napoleon or Nero?
Is the way to motivate track cyclists really a million miles from motivating those who drove chariots round the Coliseum; as distinct from us liking to believe that it is because we are now more "civilised"?
Collusion, "carrot and stick", bullying, fear of reprisal: weren't invented last week; or "cheating" for fame and fortune.