We often get asked what it’s like to work in the Center for Advanced Hindsight. So, we thought we’d give you a peek into our daily lives with our new series called “Working With Advanced Hindsight.” To see more about the nature of our lab, check out the photos and content on our Facebook page.

To begin our series, let’s start with the youngest people in the lab: our wonderful undergraduate research assistants. The lab takes on a few undergraduate students as research assistants each semester, and their responsibilities cover a wide range — from doing background research for new studies to running the actual experiments. To better understand what working at CAH as a research assistant is like, we’ve asked five of our current research assistants a few questions.

Q. Why did you join the lab?

Katie: “I applied because the research was awesome. But I joined because at my interview it was made clear that if I put in the effort, I would really be part of the research experience and that I would be part of creating and carrying out ideas. Today I know that some of the words and graphics I came up with to study a brainstorming session at the age of 19 will be in an academic journal article one day. It’s an amazing way to start off freshman year.”

Tyler:  “Before I learned about the study of behavioral economics, I had never realized that economics was applicable to things other than business. Suddenly, I was able to understand things from what beer people will order in a restaurant to how people derive happiness from work. I wanted to be more involved with and surrounded by these ideas.”

Q. What is it like to work at the lab?

 Shannon: “You oftentimes hear academics talk about their research and publications as if they are the only ones  working on a project. But at the CAH lab, I’ve learned the importance of collaboration and cooperation. We edit  each other’s surveys, help each other’s experiments, and collectively work together as a team.”

Minn Htet: “I see myself as a generalist. The great thing about CAH is that it is truly interdisciplinary and the work we do here is connected to many different things across disciplines. From historians to neuroscientists, CAH is a crossroads of ideas.”

Michael: “Working at CAH brings an interesting dichotomy of intensive yet fun research to each day. It’s fun and frustrating. And I am not just saying that, sometimes everything is just frustration — that’s science.”

Q. What is challenging about being a RA at the lab?

 Katie: “Creating a good experiment can be challenging. For instance you may want to make people “feel calm” in  the lab. Not only does one have to consider how to create “calm”, the researcher also has to worry about how to  measure it and how differently people react to stimuli intended to induce “calmness.”

Minn Htet: “Research is not just about developing a knowledge set, it’s about learning how to ask and answer questions. And answering questions is hard, isolating constructs and truly producing new knowledge is really tricky.”

Tyler: “I had never realized that there were so many variables that needed to be controlled for and that oftentimes an idea needs to be tested in a variety of different ways in order to fully assess whether it is the ‘explanatory variable’ that is causing a certain outcome.”

Q. What have you learnt?

Katie: “It sounds cheesy, but research doesn’t just mean sitting in a lab running numbers or counting cells. Research also requires creativity and innovation.  Ideas are important. Also, as in any aspect of life, the ability to write well is necessary.”

 Shannon: “Being a researcher can be immensely diverse– from running  a study at a downtown restaurant, to  working alone for hours on a tedious survey, to having animated discussions about what to write for a popular  press article, I have discovered that there are a lot of different facets to this type of life, even as an RA.”

 Michael: “I’ve realized maintaining enthusiasm in the face opposition is paramount to good research. “

A few times a month, I buy a bag of coffee at the supermarket on my street. I enjoy the ritual of standing before the twenty or thirty whole-bean options in the coffee aisle, imagining how the different roasts and origins might taste. This past Sunday, though, I was surprised to see how my coffee choice influenced the actions of a stranger.

I noticed another shopper in the coffee aisle, engrossed in selecting the perfect coffee for the week. Even after I had paused, nabbed a promising-looking bag, and walked off, she was still weighing her options. I don’t blame her – coffee is very important.

As I got ready to leave the store, I almost laughed when I saw her at the register. After all her cost-benefit analysis back in the aisle, she’d selected the exact same coffee that I had! The odds of us choosing the same coffee at random, considering the aisle of options, was pretty low. Instead, it seemed like my coffee choice might have signaled to her that this specific roast was more delicious and well-liked than the others. I could have influenced her choice without even speaking a word.

Although I thought this was funny at the time, I can’t say that I would’ve done differently if I had been in her place. We call this effect “herding,” and it occurs when we act based on how those around us behave. When searching for a place to eat downtown, you might see a long line out the door of a restaurant and think, “That place must be good if everyone else is standing in line, I better check it out.”

Sometimes restaurants really are just more popular because they’re higher quality, but it’s easy to see how it can become a problem. I’m not the world’s greatest coffee expert, so if I ended up leading herds of people at my local grocery store, the other customers might not be better off.

Of course getting worse coffee isn’t the biggest mistake you can make while shopping. Herding can lead to bigger problems in other cases, though (think the stock market),  and it’s worth looking out for. I don’t have as academic a background as some of the researchers in the lab, but working here has taught me more about these biases, and it’s been fun to notice these mistakes in day-to-day life.

~M.R. Trower~

In an episode of “The Office,” Michael Scott takes on the role of matchmaker at a Valentine’s Day party. In an attempt to fix geeky Eric up with awkward Meredith, he helpfully points out their similarities: “So, Eric, you mentioned before that you are in Tool & Die Repair. Meredith recently had a total hysterectomy, so that’s sort of a repair. [uncomfortable silence] Alright, I’ll let you guys talk.”

Like Michael, most of us have made matches between people, from grabbing two strangers by the arm at a party and introducing them to each other to mediating preexisting romantic interests. Michael Norton of Harvard Business School and I wondered about the nature of this common behavior: why do people like to be matchmakers? Is it a desire to be popular, to fulfill social goals or to have an instrumental role in social networks? In our newest paper* that is being published in Social Psychological and Personality Science this month, we show that it is simpler than that: people get a happiness boost from matching others!

We explored the impact of matchmaking behavior on happiness in different non-romantic scenarios. After being asked to make matches, our participants reported that they were happier post-matchmaking. We measured their happiness with a 7-point scale (1: very unhappy to 7: very happy) and examined their persistence in matchmaking (“would you like to make another match?”)

We first looked at whether people get a happiness boost when they make any type of match (à la Michael Scott). We found that matchmakers are happier when they make matches between two people they actually think will get along rather than on a random dimension such as looking alike. Furthermore, people enjoy matching those who are least likely to know each other; introducing a banker colleague to an artsy cousin makes people happier than introducing two philatelist co-workers from their workplace.

Another important dimension in matchmaking, of course, is the actual success of these matches. Do people still feel happy even when their matchmaking ends with a dating horror story rather than a happy marriage? When asked to think about previous matchmaking experiences, participants who recalled making a successful match (e.g., “my mom got along very well with my emo friend”) reported a happiness boost while failed matches (e.g., “my neighbor made my aunt uneasy”) was actually costly for well-being.

Though Michael Scott is rather hopeless at bringing lonely hearts together, given our findings we would recommend that he continue with his efforts but change his strategy; stay away from random introductions, match people who have a low likelihood of meeting but would enjoy each other’s company and aim for the matches to work out. Fewer awkward silences and happier matchmakers guaranteed.

~Lalin Anik~

*Anik, Lalin and Michael I. Norton, “Matchmaking promotes happiness,” Social Psychological and Personality Science. Prepublished February, 10, 2014.

The Center for Advanced Hindsight has a hydroponic vegetable garden. This has never been explained to me, other than the fact that our lab just tends to have strange things and, to be honest, it’s not necessarily out of place given our lab coats, hanging basket chairs, and the DVD collection of Nina Hartley’s Guide of instructional erotic videos that appeared one day on my desk.

When I joined the lab, I saw that the plants were overgrown, underfed, and hadn’t grown any flower buds, let alone vegetables. After some office space opened up and our desks were rearranged, I ended up at the desk closest to the tomatoes and peppers, and de facto put in charge of keeping them alive. From then on I spent 15 minutes here and there watering the plants, adding nutrients, and heavily pruning.

Earlier this week, the first cherry tomato—a yellow one—popped off the plant, and I tried it. We were all so excited that we filmed the occasion. (Watch it here!)

It was a fun little experience (and a decent tomato). Though it didn’t taste very special, given what we know about the IKEA effect, it almost definitely tasted better than it would have had I bought it from the store. Like I said in the video, “It tastes like gardening.”

~Vlad Chituc~

Read more about the IKEA effect:

Norton, Michael I., Daniel Mochon, and Dan Ariely. “The IKEA Effect: When Labor Leads to Love.” Journal of Consumer Psychology 22, no. 3 (July 2012): 453–460.

The end of the year is a time to reflect and think—where have we been, who do we want to be, and what do we want to do differently next year? But what if all of the resolutions we’ve been making are missing an important detail? What if all these “New Year’s resolution” articles going viral online right now are all deeply flawed? Might this help explain why almost everyone fails to keep their New Year’s resolutions?

Let’s imagine two would-be-resolvers: Riss (“the resistor”) and Remmy (“the remover”). Like so many Americans, both of them are trying to eat healthier and exercise more, but they approach these goals differently.

Riss follows all the traditional New Year’s resolution strategies out there. He buys healthy foods and workout DVDs. To ramp up his confidence, he reads inspirational quotes, creates a New Year’s playlist, and vows to succeed. He has what health scientists call “high self-efficacy” and the magical “Law of Attraction” readers of The Secret always talk about.

Most importantly, Riss is defined by the passionate goal to resist temptation—he wont be lazy, eat that cookie, or stay at home instead of go to the gym. With resolve like that, it seems like Riss is bound to succeed.

But let’s look at Remmy: what does she do? She really doesn’t make any changes except for two small things: she removes the junk food from her house and the HBO subscription she loves.

Remmy is defined by her goal to remove, rather than resist, temptation. When she comes home, she won’t have any choice but to eat the healthy food in her cabinets. If she wants to see her favorite HBO shows, she won’t have any choice but to use the TV at her gym.

When Riss comes home, though, he’ll have his health food and workout DVDs, but also junk food and tempting Adam Sandler movies. His confidence and resolve will help him resist these temptations for a while, but over time, as research by NYU Professor Andrea Bonezzi and colleagues shows, that resolve will likely fade. It won’t be long till Riss finds himself covered in cookie crumbs watching The Waterboy and shedding a tear every time a character shouts “You can do it!”

Resisting temptation almost always fails, because people are bad at predicting how their future selves will act. We continually fail to realize that the tired, miserable, and aroused versions of ourselves might not make the same choices that our well-rested, happy, and focused selves would make. Over time and after many grueling workweeks, the hopeful people who made New Year’s resolutions after a winter vacation will be replaced by people who just want a few slices of cake. This is why we have to focus on controlling, rather than resisting, temptation.

If we’re smart about temptation, we can even use it to our advantage. In the Remmy example, she does this by making the gym the only place for her to watch her guilty HBO pleasures. Wharton Business School Professor Katy Milkman and colleagues found that stocking gyms with addictive guilty pleasures (like an audio copy of The Hunger Games on gym iPods) lead people to go to the gym more. These gym goers couldn’t resist the temptation to come again and again to consume their guilty media pleasures—all while exercising.

Keeping New Year’s resolutions is like playing chess with our future selves—we have to realistically anticipate what moves they will make come February.

Advice givers and columnists tend to choose to just fill readers with hope, the promise of new products, confidence, and a “you can do it” spirit. Of course it’s important to be confident in any goal pursuit and work to develop the self-control muscle, but resolve alone rarely leads to a successful resolution.

So rather than face a losing battle, we can remove temptation and create a battlefield where we can give ourselves a true fighting chance to keep our New Year’s resolutions.

~Troy Campbell~

Read Dan’s advice for New Year’s resolutions here. 

Let me set the scene: It’s midway through the annual Society for Judgment and Decision Making conference in Toronto. Inside a conference room, behavioral and health scientists passionately discuss how to help people make healthier decisions while the event staff set up a snack table with coffee and huge cookies outside.

The session ends and the scientists start to exit, and I wonder what will happen next—will these scientists who are so interested in promoting health eat the cookies?

The answer is a resounding “Yes!” Every cookie is gone within minutes (even the raisin ones).

How should we make sense of these scientists’ apparent hypocrisy? It may be hard to imagine, but scientists can have difficulty following their own goals, just like everyone else. Behavioral scientists don’t just study irrationality, but live with it, too. Despite our own efforts to live rational lives, we find ourselves choosing irrationally and failing like everyone else—and this can become a large inspiration for our research.

As researchers, we understand that we have troubles with email addiction, procrastination, and blind optimism.  We look at our own lives and say, “What could have helped me be more rational or what could have helped me exert more self-control?” At others times we ask ourselves, “What could have helped me relax more?”

Behavioral scientists should arguably be the most motivated to make healthy and rational choices, because we know the consequences of our actions all too well and are aware of the mistakes we make in pursuing our goals. Yet, we still do things like reach for the cookies we know we shouldn’t eat and constantly check our email, even though we know that such cognitive switching can greatly impair our work performance.

If all this education is not enough, then we need more than just lessons. That’s why we need research to develop technologies that aid us in self-control such as choice architecture, decision aids, better public policies, and general environmental design that enables better decisions.

At the Center for Advanced Hindsight, we make efforts to create a healthy and productive environment that can protect ourselves from ourselves. We try to keep the cupboards full of easily accessible health foods to protect us from our junk food temptations. We make public social pacts to protect us from our lazy temptations. We make the lab fun and even have the peace and simplicity of the Thinking & Dreaming room to keep us protected from our inefficient overworking temptations.

Today, there are way too many cookies outside of conference rooms. We must eliminate and reduce these cookies from our environments. Rather than act as individuals and fight with our current environments, we must work to create environments that help us be great individuals together.

~Troy Campbell~

Relevant Topical Readings.

Self-Control
Depletion
Cognitive Load
Public Policy and Behavioral Economics

Every day of the year, American shoppers act irrationally. On Black Friday, however, shoppers’ irrationality and wildness climb to dangerously high levels. Why does Black Friday lead shoppers to grab and fight, especially when the stakes are often as low as fifty percent off toasters?

Over the last few decades, social scientists have cataloged the many different factors that lead to irrational consumer behavior, and Black Friday touches on nearly that entire list.

Luckily though, if shoppers stay aware of how Black Friday is designed to make them irrational—and if they take breaks, eat snacks, plan ahead, and keep a clear mind—then they can avoid falling victim to the “holiday.”

Here are seven reasons shoppers become so irrational and committed to deals on Black Friday, as well as a few ways you can protect yourself.

#1
Black Friday is like a hazing ritual

Black Friday shoppers are dedicated—they sacrifice sleep, football games, and significant others’ approval to make the early bird sales.

When people go through pain and effort to reach a goal, then the goal actually looks more attractive in an attempt to justify the unpleasant struggle. Effects like this are common—think of brutal college hazing rituals, where new members commit more intensely to the group rather than turn away.

A shopper’s first sleepless Black Friday is like a hazing ritual that makes the deals seem that much more attractive—they must be worth it after all that effort.

#2
Shoppers are too “depleted” to be rational

People are vulnerable to irrational tendencies all the time, but they are at their most vulnerable when they’re tired and overwhelmed. Behavioral scientists call this state “depletion.”

In a state of depletion, people just don’t have enough willpower to resist temptation or the cognitive faculties to make complex decisions. Even math whizzes and businesses majors will falter when depleted.

Black Friday shoppers arrive sleep-deprived and stressed from the holidays. For companies, Black Friday can seem like taking candy from a baby. Only here the baby resists even less.

#3
What’s another $10 after the first $500?

It hurts to spend money. There’s pain in parting with $10 for a flash stick. However, after spending $899 on a TV, the pain one feels parting with a Hamilton for a flash stick is practically gone.

Restraint on Black Friday is even more unlikely because many shoppers tend to begin with the purchase of a large ticket item, like a TV or computer. After the big purchase, every $10 flash stick, $11 dollar t-shirt, or $13 kitchen knife, will not lead to the “pain of paying” that keeps people from buying every random thing on aisle during the other 364 days of the year.

Nobel Prize winners Daniel Kahneman and Amos Tversky explain that people are initially “loss averse”: initially people really do not like losing money. However, once people start losing money, their aversion to losing money starts to go away. Accordingly, cautious spenders can quickly become big spenders.

#4
The shopping momentum phenomenon

Ever thought your friends turn into entirely different people when they go shopping? Well, scientific research suggests that indeed shopping does change people.

Yale consumer researcher Ravi Dhar and colleagues find we are in a careful “deliberative” mind-set before purchasing an item—carefully weighing the pros and cons. Yet after the first purchase, a floodgate of “shopping momentum” opens up, and we make purchases more readily after.

Fortunately, the phenomenon of “shopping momentum” can be interrupted by a break in shopping. However, on frantic Black Friday breaks rarely occur, so shopping momentum is likely to persist for hours, if not the entire day.

#5
The Halo Effect — Amazing By Association

One problem for shopper rationality is that the amazing door buster deals on Black Friday may create a “Halo Effect” such that even the bad deals seem amazing by association.

Black Friday shoppers are better off thinking of Black Friday as a day that has both good and some bad deals. Not every sale is a bargain.

#6
Black Friday requires math skills many consumers don’t have

To distinguish the good from the bad deals, it takes a little bit of math. But research shows many adult Americans lack the basic math skills necessary to evaluate the merits of a deal. For instance, many Americans don’t know that 10 percent of 1,000 is 100 or that 1/4 is larger than 3/20.

Many Americans have what is known as “low numeracy” which means missing questions that national standards say elementary children should know. Are shoppers smarter than a 5th grader? Most often, the answer is no.

If shoppers don’t have the math skills, they are likely to get swept up in Black Friday. Shoppers without strong math skills  should feel encouraged to bring along  a friend who does, or even utilize smart phone applications that allow for better product evaluation.

#7
There’s no guilt when everybody’s doing it

Businesses want Black Friday to be crowded. Not just because they want lots of wallets, but because crowds change people. In the case of Black Friday, crowds can remove all sense of guilt.

Few shoppers feel guilty buying another half-off toaster when the customers next to them have flat screens in their carts. When everybody’s peers are doing it and some peers are “doing it worse,” the painful experience of parting with money becomes a joyous spending spree.

Indeed, research on “social influence” finds that the examples of others can drive people to irrational and even unethical behavior.

Final Reminders

Don’t get too tired. Use a calculator. Decide what you want ahead of time. And don’t get brainwashed. Yes, Black Friday is fun. Yes, Black Friday is a day of great deals. But Black Friday is also a trap that’s very easy to fall into. Happy and responsible shopping everyone!

~Troy Campbell~

At our lab, we’re interested in what kinds of tools people can use to make better decisions and reach their goals. When we decided to take part in this year’s Color Run, we tried to use some of these tools on ourselves to help us get in shape and ready for the race.

Like many people, we want to exercise more and get in better shape. Everyday temptation often gets in the way, though. To fight these temptations, we turned to one of the most prevalent behavioral tools: the “commitment contract.”

A commitment contract is an agreement your current self makes with your future self—you decide how you’re going to behave before temptations cloud your judgment.

In our lab, we had everyone agree to do some type of training three times a week in the six weeks leading up to the race. In the spirit of what we know about motivation, the focus was on concrete actions (spend a certain amount of time training) rather than vague outcomes (run a fast race).

“Some type of training” is pretty open-ended, so we each defined on our contracts what actually counted as a training session for us—this way we could all train to our own level while maintaining concrete goals. This is important because we all vary in how fit we currently are and how fit we ideally want to be. Research shows personal goals can be more success that striving after a single public standard. The standard becomes too high or too low for many people and leads to demotivation.

Commitment contracts are effective, but we decided to take the commitment up another notch by including social incentives. We each kept track of our training goals on a chart we posted in a very visible high traffic area – right by the kitchen!

The chart helped us track progress from person to person and week to week. The chart made our commitment (or lack of commitment) very visible to each other and ourselves. It’s painful enough to fail privately, but it’s even worse when everyone else can see us coming short of our own standards.

So, how did it work?

For the most part it worked fantastically. However, you can see that a handful of people fell off the bandwagon and never got back on. This is what behavioral economists playfully call that the “what-the-hell” effect.

Importantly though, about one-third of the team succeeded in completing all training sessions, and others were motivated to exercise more or harder than they did before.

It’s important to note that on average, exercise in the lab shot up and as a whole we moved toward our goal. Perfection with any intervention is not expected, but, as a group, we definitely made strides forward.

To better understand what was going on, I talked with some of our lab members to get their assessment.

For some of us, this was an all or nothing endeavor:

“Just knowing that I needed three stickers each week and would be anything less than perfect if I didn’t get all three got me to put on my running shoes without fail.”

Some people used the contracts and the process of defining what “counted” as a training session to eliminate the possibility they would take too much wiggle room:

“For me I always work out but sometimes I don’t feel so good and I ‘call it early’ and stop before getting a full workout. With the pre-commitment this didn’t happen. The fixed time goal kept me from quitting early.”

Other people used the contracts to build in wiggle room, just in case.

“I made my commitment contract loose enough that I could justify yoga or sex as exercise activities, but I never took advantage of the ample wiggle room.”

In the end, the training probably didn’t radically transform anyone from couch potato to athlete or yield dramatic before and after photos (nor did it exactly have randomized and controlled trials), but it seems safe to say that everyone got a little extra boost—even those who didn’t train. As one visitor to the lab remarked “You can’t look at all those smiley faces and not smile back.”

~Jamie Foehl~

Check out the photos we took from our run here, and for more research on how pre-commitment and social comparison affects goal pursuit check out these academic articles:

Setting your own deadlines.

Temptation Bundling.

Social Comparison Theory.

During my recent trip to New York City, I spent quite a bit of time sitting in taxis—taxis with ads that endlessly drill messages into your thoughts. I’ve never watched much TV, so my brain hasn’t evolved that uniquely American ability to tune out the mind-numbing commercials. As hard as I try, I just can’t look away when there’s a TV in sight.

As the commercials looped, one ad stood out to me and had me grinding my teeth each time it popped onto the screen. It wasn’t that it looked like an old-fashioned PSA, or because its protagonist donned a charmingly insincere Mr. Rogers smile. No—this ad grabbed me because of its heartbreaking ignorance of basic psychology. The goal of this ad was to get passengers to buckle up for safety, but its method was painfully misguided.

A number of strategies have been used over the years to get people to buckle their belts. For example, we have:

• Laws. This map shows the seatbelt laws in all US states, and according to the National Safety Council, seatbelt use is 13% higher in states with primary enforcement (meaning you can get stopped and ticketed just for not wearing a seatbelt) than those with secondary enforcement (88% versus 75%).

• Penalties. Although people are probably not thinking about the $69 fine they might have to pay or even the drivers license points they could rack up if they get caught, it is possible that some people may buckle up to avoid these consequences.

• Enforcement. Here, we’re talking about high-visibility enforcement such as checkpoints where all cars are stopped to check for seatbelt usage.

• Incentive awards for police officers to give tickets (ranging from small model cars awarded to individual police officers to much larger grants for police agencies).

• “Click it or Ticket.” This campaign has been particularly effective because it serves as a reminder of the immediate stakes (getting a ticket), even though they are smaller than the larger consequences (such as sustaining an injury in an accident). Reward substitution works. Fun fact: the campaign began in North Carolina, home of the Center for Advanced Hindsight, and was adopted by other states because of its success (most likely due to its catchy name).

• Safety belt reminder systems. These excruciatingly loud alarms get my passengers to buckle up in record time.

• Safety belt ignition interlocks. Some cars will refuse to start until all belts are in, although you can imagine why the idea hasn’t gained much traction.

• Education. Teaching children about seatbelt safety in school, while not an official persuasion method that I can find in any academic paper, has turned diligent recycling enthusiasts who just say no to drugs into relentless seatbelt reminder machines. I imagine that if our kids were the enforcers of just about anything, we would all be better off.

Some of these strategies work better than others, but none of them are actually detrimental to seatbelt compliance. And yet this taxicab ad, which I was forced to watch over and over in agony, conspicuously ignored what we know to be a primary motivator of behavior: social validation.

The ad gave one pivotal piece of information, which you can see in the accompanying photo: “60% of taxi passengers do not buckle up.” This kind of scare tactic is ineffective because it simply sends the wrong message.

Robert Cialdini has shown over and over again that social proof is an intoxicating principle of persuasion. We look to others to decide what to do, and when we are told about how most people behave in a given situation, we are likely to follow their lead. (This is why “word of mouth” can be so powerful, and companies pay top dollar to try and influence what their customers tell their friends.)

So, what message does this ad convey to cab riders?

This statement gives an implicit recommendation, noting that most people do not wear seatbelts. As social creatures, we look to others to determine how to behave in all kinds of situations, and riding in a taxi is no different. Rather than encouraging seatbelt use, this statement lets seatbelt-wearers know that they are in the minority while giving non-seatbelt wearers the comfort of knowing that their behavior is normal. It doesn’t matter why the majority doesn’t wear seat belts—whether it is uncool, unsanitary, too much of a hassle, or even unsafe—now they know that most people don’t do it, and that’s a good enough reason to go along with the flow.

If you want to persuade people to wear seatbelts, you should tell them that 84% of people in the US do wear seatbelts. Or you can further tap into group identity by noting that 90% of New Yorkers wear seatbelts.

It’s a shame that a message as important as “wear a seatbelt” could be so badly butchered. If companies have figured out how to use the concept of social proof to get people to spend more money, why can’t our safety promoters figure out how to use it to get us to make better decisions?

For a quick review of all six of Cialdini’s principles of persuasion (reciprocation, consistency, social validation, liking, authority and scarcity), see this article.

~Aline Grüneisen~

P.S. Some friends have informed me that you can simply turn off the taxicab TV. Noted for next time.

We all occasionally find ourselves paralyzed by looming decisions, unable to make up our minds with time running out. I was recently afflicted in just this way—I had no idea what to be for Halloween.

Costume ideas will usually just come to me, allowing enough time to prepare at a leisurely pace. I’d then confidently strut my way through Halloween parties full of friends in hand-sewn outfits with witty pop-culture references.

This year was different, though. My anxiety mounted as the big night approached and I had yet to pick a costume idea (let alone gather and assemble the required supplies). Before I knew it, it was the morning of the 31st and my Halloween-induced stress was at an all-time high. As the resident artist for the lab, my calling card is coming up with creative things.

Hundreds of ideas ran through my head, but everything was too difficult, expensive, or obscure. What to do?!

Fortunately, a friend directed me to a simple website which suggested a different nonsensical costume with each visit. Among the suggestions were ideas as disparate as “smutty rice cooker,” “exotic forklift,” and “immoral waffle.” Just a few quick clicks in and I knew what my Halloween costume would be: “The Salacious Rat King.”

Relief washed over me, and I began to mentally piece together my outfit. I could wear my sheepskin rug as a furry cape! I could make a mask from the box of desperately stale breakfast cereal! Suddenly, I was eager to go home and create my salacious rat king ensemble.

How did I go from immobilized by indecision to optimistic and enthusiastic about dressing up for Halloween in just a couple minutes?

By outsourcing my costume decision-making to a website, I was able to relinquish some responsibility over the outcome, lifting a weight from my shoulders. Instead of continuing to fret all day about my choices, the assistance of the costume-suggester gave me one humorous option at a time.

I no longer had to think, “What in the whole universe should I choose to assume as my identity for the night,” and instead, “am I more rakish ironing board or seductive mastiff?” This simplification of the process may have closed off some great costume options, but my enjoyment of Halloween was markedly increased once I accepted the computer’s suggestion.

In the end, my salacious rat king costume was a great success, and my Halloween was saved thanks to outsourcing my decision.

For more on the process of outsourcing decision making and the influence it has on stress and choice, we recommend this paper by fellow Duke Professor Gráinne Fitzsimons and this emotional TEDx talk by Stanford Professor and friend of the lab Baba Shiv.

~Matt Trower~

http://intl-pss.sagepub.com/content/22/3/369.full – paper

http://www.ted.com/talks/baba_shiv_sometimes_it_s_good_to_give_up_the_driver_s_seat.html