TBR: Predictably Irrational
May 20th, 2008This week’s book is Predictably Irrational, by Dan Ariely. It’s a quick read, but has far reaching ramifications. It’s about how people aren’t as rational as economists think we are. That’s not particularly surprising, but Ariely goes on to argue that people are irrational in systematic– predictable — ways, and to explain the elegant experiments that psychologists and behavioral economists have developed to tease these out. So, let’s look at some of the examples:
- People are hugely biased for the idea of getting something for "free." They’ll take the crappy thing for free over the good thing for a modest cost.
- People don’t know what things are really worth, and so anchor to arbitrary comparisons. People often won’t buy the most expensive thing on the menu, but they’ll buy the next most expensive thing. I was particularly impressed by the studies that showed that if the researchers asked people if a percentage was higher or lower than the last two digits of their social security number, and then had them guess at a concrete number, there was a strong correlation between the guess and those last two digits. Based on this, I’d guess that including a high "buy
it now" price pulls up the value of bids on ebay, even when no one uses
the buy it now option. (Although I don’t know if it would pull them up to offset the increased fee.)
- When you ask people to choose among three things, two of which are similar (but one is clearly better than the other) and one is very different, they’re more likely to choose the better of the two similar choices. It’s hard to tell if an apple is better than an orange, but a fresh apple is clearly better than a rotten apple — and the presence of the rotten apple stand out against the orange.
All this isn’t just entertaining, but has pretty significant policy implications. Orthodox economists — for all their pessimistic reputation — actually tend towards a Panglossian view of the world — that we’re in the very best of all possible worlds, or at least that the world couldn’t be made better for anyone without making it worse for someone else. This is because economists take pretty seriously the idea of revealed preference: the idea that you can tell what agents in a free market prefer by what they chose, given the options that are available to them.
Ariely more or less blows up this idea, by showing studies where given choices A, B and C, no one chose option B, but taking away option B dramatically changes the distribution of choices between A and C. The bad news is that this means that lots of people are making suboptimal choices all the time; the good news is that it means there’s room for improvements without making anyone worse off. The problem is that there’s a lot of resistance — for good reasons — to having public institutions adopt the strategies of direct marketers…
Somewhat related books that I’ve read recently:
- Discover Your Inner Economist, by Tyler Cowan (of Marginal Revolution). While Cowan is much more of a traditional economist than Ariely, I’m not sure you’d be able to tell that by this book. Cowan’s big take-away here is that economics is about scarcity, and so the key is always to figure out what’s the resource that’s scarce (and it’s often attention or time, rather than money).
- Your Money and Your Brain, by Jason Zveig. Specifically focusing in on why we behave irrationally when it comes to investing. I thought the first chapter or two was fascinating, but then it got repetitive, and I didn’t finish the book before it was due back to the library. Maybe a good one to give to your brother who thinks that he’s figured out a way to beat the markets.