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Are we in control of our decisions Dan Ariely
I'll tell you a little bitabout irrational behavior. Not yours, of course other people's. (Laughter) So after being at MIT for a few years, I realized that writing academic papersis not that exciting. You know, I don't knowhow many of those you read, but it's not fun to readand often not fun to write even worse to write.
So I decided to try and writesomething more fun. And I came up with an ideathat I would write a cookbook. And the title for my cookbookwas going to be, quot;Dining Without Crumbs:The Art of Eating Over the Sink.quot; (Laughter) And it was going to be a lookat life through the kitchen. I was quite excited about this. I was going to talka little bit about research,
a little bit about the kitchen. We do so much in the kitchen,I thought this would be interesting. I wrote a couple of chapters,and took it to MIT Press and they said, quot;Cute, but not for us.Go and find somebody else.quot; I tried other people,and everybody said the same thing, quot;Cute. Not for us.quot; Until somebody said, quot;Look, if you're serious about this,
you have to write about your researchfirst; you have to publish something, then you'll get the opportunityto write something else. If you really want to do it,you have to do it.quot; I said, quot;I don't want to writeabout my research. I do it all day long, I want to write somethinga bit more free, less constrained.quot; And this personwas very forceful and said, quot;Look, that's the only wayyou'll ever do it.quot;
So I said, quot;Okay, if I have to do it quot; I had a sabbatical. I said, quot;I'll write about my research,if there's no other way. And then I'll get to do my cookbook.quot; So, I wrote a book on my research. And it turned out to bequite fun in two ways. First of all, I enjoyed writing. But the more interesting thingwas that I started learning from people.
It's a fantastic time to write, because there's so much feedbackyou can get from people. People write to meabout their personal experience, and about their examples,and where they disagree, and their nuances. And even being here I mean, the last few days, I've known heights of obsessive behavior I never thought about.
The paradox of choice Barry Schwartz
I'm going to talk to you about some stuffthat's in this book of mine that I hope will resonate with otherthings you've already heard, and I'll try to makesome connections myself, in case you missed them. But I want to start withwhat I call the quot;official dogma.quot; The official dogma of whaté The official dogma of all Westernindustrial societies. And the official dogma runs like this:
if we are interested in maximizingthe welfare of our citizens, the way to do thatis to maximize individual freedom. The reason for this is both that freedomis in and of itself good, valuable, worthwhile,essential to being human. And because if people have freedom, then each of us can act on our own to do the thingsthat will maximize our welfare, and no one has to decide on our behalf.
The way to maximize freedomis to maximize choice. The more choice people have,the more freedom they have, and the more freedom they have, the more welfare they have. This, I think, is so deeply embeddedin the water supply that it wouldn't occurto anyone to question it. And it's also deeplyembedded in our lives. I'll give you some examples
of what modern progresshas made possible for us. This is my supermarket. Not such a big one. I want to say just a wordabout salad dressing. 175 salad dressings in my supermarket, if you don't count the 10extravirgin olive oils and 12 balsamic vinegars you could buy to make a very large numberof your own salad dressings,
in the offchance that none of the 175the store has on offer suit you. So this is what the supermarket is like. And then you goto the consumer electronics store to set up a stereo system speakers, CD player,tape player, tuner, amplifier and in this one singleconsumer electronics store, there are that many stereo systems. We can construct sixandahalfmilliondifferent stereo systems
out of the componentsthat are on offer in one store. You've got to admitthat's a lot of choice. In other domains the world of communications. There was a time, when I was a boy, when you could get any kindof telephone service you wanted, as long as it came from Ma Bell. You rented your phone. You didn't buy it. One consequence of that, by the way,is that the phone never broke.