Predictably Irrational, Page 3

  What was my motive in all this? Simply to determine if the existence of the distorted picture (–A or –B) would push my participants to choose the similar but undistorted picture. In other words, would a slightly less attractive George Clooney (–A) push the participants to choose the perfect George Clooney over the perfect Brad Pitt?

  There were no pictures of Brad Pitt or George Clooney in my experiment, of course. Pictures (A) and (B) showed ordinary students. But do you remember how the existence of a colonial-style house needing a new roof might push you to choose a perfect colonial over a contemporary house—simply because the decoy colonial would give you something against which to compare the regular colonial? And in the Economist’s ad, didn’t the print-only option for $125 push people to take the print-and-Internet option for $125? Similarly, would the existence of a less perfect person (–A or –B) push people to choose the perfect one (A or B), simply because the decoy option served as a point of comparison?

  Note: For this illustration, I used computerized faces, not those of the MIT students. And of course, the letters did not appear on the original sheets.

  It did. Whenever I handed out a sheet that had a regular picture, its inferior version, and another regular picture, the participants said they would prefer to date the “regular” person—the one who was similar, but clearly superior, to the distorted version—over the other, undistorted person on the sheet. This was not just a close call—it happened 75 percent of the time.

  To explain the decoy effect further, let me tell you something about bread-making machines. When Williams-Sonoma first introduced a home “bread bakery” machine (for $275), most consumers were not interested. What was a home bread-making machine, anyway? Was it good or bad? Did one really need home-baked bread? Why not just buy a fancy coffeemaker sitting nearby instead? Flustered by poor sales, the manufacturer of the bread machine brought in a marketing research firm, which suggested a fix: introduce an additional model of the bread maker, one that was not only larger but priced about 50 percent higher than the initial machine.

  Now sales began to rise (along with many loaves of bread), though it was not the large bread maker that was being sold. Why? Simply because consumers now had two models of bread makers to choose from. Since one was clearly larger and much more expensive than the other, people didn’t have to make their decision in a vacuum. They could say: “Well, I don’t know much about bread makers, but I do know that if I were to buy one, I’d rather have the smaller one for less money.” And that’s when bread makers began to fly off the shelves.2

  OK for bread makers. But let’s take a look at the decoy effect in a completely different situation. What if you are single, and hope to appeal to as many attractive potential dating partners as possible at an upcoming singles event? My advice would be to bring a friend who has your basic physical characteristics (similar coloring, body type, facial features), but is slightly less attractive (–you).

  Why? Because the folks you want to attract will have a hard time evaluating you with no comparables around. However, if you are compared with a “–you,” the decoy friend will do a lot to make you look better, not just in comparison with the decoy but also in general, and in comparison with all the other people around. It may sound irrational (and I can’t guarantee this), but the chances are good that you will get some extra attention. Of course, don’t just stop at looks. If great conversation will win the day, be sure to pick a friend for the singles event who can’t match your smooth delivery and rapier wit. By comparison, you’ll sound great.

  Now that you know this secret, be careful: when a similar but better-looking friend of the same sex asks you to accompany him or her for a night out, you might wonder whether you have been invited along for your company or merely as a decoy.

  RELATIVITY HELPS US make decisions in life. But it can also make us downright miserable. Why? Because jealousy and envy spring from comparing our lot in life with that of others.

  It was for good reason, after all, that the Ten Commandments admonished, “Neither shall you desire your neighbor’s house nor field, or male or female slave, or donkey or anything that belongs to your neighbor.” This might just be the toughest commandment to follow, considering that by our very nature we are wired to compare.

  Modern life makes this weakness even more pronounced. A few years ago, for instance, I met with one of the top executives of one of the big investment companies. Over the course of our conversation he mentioned that one of his employees had recently come to him to complain about his salary.

  “How long have you been with the firm?” the executive asked the young man.

  “Three years. I came straight from college,” was the answer.

  “And when you joined us, how much did you expect to be making in three years?”

  “I was hoping to be making about a hundred thousand.”

  The executive eyed him curiously.

  “And now you are making almost three hundred thousand, so how can you possibly complain?” he asked.

  “Well,” the young man stammered, “it’s just that a couple of the guys at the desks next to me, they’re not any better than I am, and they are making three hundred ten.”

  The executive shook his head.

  An ironic aspect of this story is that in 1993, federal securities regulators forced companies, for the first time, to reveal details about the pay and perks of their top executives. The idea was that once pay was in the open, boards would be reluctant to give executives outrageous salaries and benefits. This, it was hoped, would stop the rise in executive compensation, which neither regulation, legislation, nor shareholder pressure had been able to stop. And indeed, it needed to stop: in 1976 the average CEO was paid 36 times as much as the average worker. By 1993, the average CEO was paid 131 times as much.

  But guess what happened. Once salaries became public information, the media regularly ran special stories ranking CEOs by pay. Rather than suppressing the executive perks, the publicity had CEOs in America comparing their pay with that of everyone else. In response, executives’ salaries skyrocketed. The trend was further “helped” by compensation consulting firms (scathingly dubbed “Ratchet, Ratchet, and Bingo” by the investor Warren Buffett) that advised their CEO clients to demand outrageous raises. The result? Now the average CEO makes about 369 times as much as the average worker—about three times the salary before executive compensation went public.

  Keeping that in mind, I had a few questions for the executive I met with.

  “What would happen,” I ventured, “if the information in your salary database became known throughout the company?”

  The executive looked at me with alarm. “We could get over a lot of things here—insider trading, financial scandals, and the like—but if everyone knew everyone else’s salary, it would be a true catastrophe. All but the highest-paid individual would feel underpaid—and I wouldn’t be surprised if they went out and looked for another job.”

  Isn’t this odd? It has been shown repeatedly that the link between amount of salary and happiness is not as strong as one would expect it to be (in fact, it is rather weak). Studies even find that countries with the “happiest” people are not among those with the highest personal income. Yet we keep pushing toward a higher salary. Much of that can be blamed on sheer envy. As H. L. Mencken, the twentieth-century journalist, satirist, social critic, cynic, and freethinker noted, a man’s satisfaction with his salary depends on (are you ready for this?) whether he makes more than his wife’s sister’s husband. Why the wife’s sister’s husband? Because (and I have a feeling that Mencken’s wife kept him fully informed of her sister’s husband’s salary) this is a comparison that is salient and readily available.*

  All this extravagance in CEOs’ pay has had a damaging effect on society. Instead of causing shame, every new outrage in compensation encourages other CEOs to demand even more. “In the Web World,” according to a headline in the New York Times, the “Rich Now Envy the Superrich.”
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  In another news story, a physician explained that he had graduated from Harvard with the dream of someday receiving a Nobel Prize for cancer research. This was his goal. This was his dream. But a few years later, he realized that several of his colleagues were making more as medical investment advisers at Wall Street firms than he was making in medicine. He had previously been happy with his income, but hearing of his friends’ yachts and vacation homes, he suddenly felt very poor. So he took another route with his career—the route of Wall Street.3 By the time he arrived at his twentieth class reunion, he was making 10 times what most of his peers were making in medicine. You can almost see him, standing in the middle of the room at the reunion, drink in hand—a large circle of influence with smaller circles gathering around him. He had not won the Nobel Prize, but he had relinquished his dreams for a Wall Street salary, for a chance to stop feeling “poor.” Is it any wonder that family practice physicians, who make an average of $160,000 a year, are in short supply?*

  CAN WE DO anything about this problem of relativity?

  The good news is that we can sometimes control the “circles” around us, moving toward smaller circles that boost our relative happiness. If we are at our class reunion, and there’s a “big circle” in the middle of the room with a drink in his hand, boasting of his big salary, we can consciously take several steps away and talk with someone else. If we are thinking of buying a new house, we can be selective about the open houses we go to, skipping the houses that are above our means. If we are thinking about buying a new car, we can focus on the models that we can afford, and so on.

  We can also change our focus from narrow to broad. Let me explain with an example from a study conducted by two brilliant researchers, Amos Tversky and Daniel Kahneman. Suppose you have two errands to run today. The first is to buy a new pen, and the second is to buy a suit for work. At an office supply store, you find a nice pen for $25. You are set to buy it, when you remember that the same pen is on sale for $18 at another store 15 minutes away. What would you do? Do you decide to take the 15-minute trip to save the $7? Most people faced with this dilemma say that they would take the trip to save the $7.

  Now you are on your second task: you’re shopping for your suit. You find a luxurious gray pinstripe suit for $455 and decide to buy it, but then another customer whispers in your ear that the exact same suit is on sale for only $448 at another store, just 15 minutes away. Do you make this second 15-minute trip? In this case, most people say that they would not.

  But what is going on here? Is 15 minutes of your time worth $7, or isn’t it? In reality, of course, $7 is $7—no matter how you count it. The only question you should ask yourself in these cases is whether the trip across town, and the 15 extra minutes it would take, is worth the extra $7 you would save. Whether the amount from which this $7 will be saved is $10 or $10,000 should be irrelevant.

  This is the problem of relativity—we look at our decisions in a relative way and compare them locally to the available alternative. We compare the relative advantage of the cheap pen with the expensive one, and this contrast makes it obvious to us that we should spend the extra time to save the $7. At the same time, the relative advantage of the cheaper suit is very small, so we spend the extra $7.

  This is also why it is so easy for a person to add $200 to a $5,000 catering bill for a soup entrée, when the same person will clip coupons to save 25 cents on a one-dollar can of condensed soup. Similarly, we find it easy to spend $3,000 to upgrade to leather seats when we buy a new $25,000 car, but difficult to spend the same amount on a new leather sofa (even though we know we will spend more time at home on the sofa than in the car). Yet if we just thought about this in a broader perspective, we could better assess what we could do with the $3,000 that we are considering spending on upgrading the car seats. Would we perhaps be better off spending it on books, clothes, or a vacation? Thinking broadly like this is not easy, because making relative judgments is the natural way we think. Can you get a handle on it? I know someone who can.

  He is James Hong, cofounder of the Hotornot.com rating and dating site. (James, his business partner Jim Young, Leonard Lee, George Loewenstein, and I recently worked on a research project examining how one’s own “attractiveness” affects one’s view of the “attractiveness” of others.)

  For sure, James has made a lot of money, and he sees even more money all around him. One of his good friends, in fact, is a founder of PayPal and is worth tens of millions. But Hong knows how to make the circles of comparison in his life smaller, not larger. In his case, he started by selling his Porsche Boxster and buying a Toyota Prius in its place.4

  “I don’t want to live the life of a Boxster,” he told the New York Times, “because when you get a Boxster you wish you had a 911, and you know what people who have 911s wish they had? They wish they had a Ferrari.”

  That’s a lesson we can all learn: the more we have, the more we want. And the only cure is to break the cycle of relativity.

  Reflections on Dating and Relativity

  In Chapter 1, on relativity, I offered some dating advice. I proposed that if you want to go bar-hopping, you should consider taking along someone who looks similar to you but who is slightly less attractive than you are. Because of the relative nature of evaluations, others would perceive you not only as cuter than your decoy, but also as better-looking than other people in the bar. By the same logic, I also pointed out that the flip side of this coin is that if someone invites you to be his or her wingman (or wingwoman), you can easily figure out what your friend really thinks of you. As it turns out, I forgot to include one important warning that came courtesy of the daughter of a colleague of mine from MIT.

  “Susan” was an undergraduate at Cornell who wrote to me, saying she was delighted with my trick and that it had worked wonderfully for her. Once she found the ideal decoy, her social life improved. But a few weeks later she wrote again, telling me that she’d been at a party where she’d had a few drinks. For some odd reason, she decided to tell her friend why she invited her to accompany her everywhere. The friend was understandably upset, and the story did not end well.

  The moral of this story? Never, ever tell your friend why you’re asking him or her to come with you. Your friend might have suspicions, but for the love of God, don’t eliminate all doubt.

  Reflections on Traveling and Relativity

  When Predictably Irrational came out, I went on a book tour that lasted six straight weeks. I traveled from airport to airport, city to city, radio station to radio station, talking to reporters and readers for what seemed like days on end, without engaging in any type of personal discussion. Every conversation was short, “all business,” and focused on my research. There was no time to enjoy a cup of coffee or a beer with any of the wonderful people I encountered.

  Toward the end of the tour I found myself in Barcelona. There I met Jon, an American tourist who, like me, did not speak any Spanish. We felt an immediate camaraderie. I imagine this kind of bonding happens often with travelers from the same country who are far from home and find themselves sharing observations about how they differ from the locals around them. Jon and I ended up having a wonderful dinner and a deeply personal discussion. He told me things that he seemed not to have shared before, and I did the same. There was an unusual closeness between us, as if we were long-lost brothers. After staying up very late talking, we both needed to sleep. We would not have a chance to meet again before parting ways the following morning, so we exchanged e-mail addresses. This was a mistake.

  About six months later, Jon and I met again for lunch in New York. This time, it was hard for me to figure out why I’d felt such a connection with him, and no doubt he felt the same. We had a perfectly amicable and interesting lunch, but it lacked the intensity of our first meeting, and I was left wondering why.

  In retrospect, I think it was because I’d fallen victim to the effects of relativity. When Jon and I first met, everyone around us was Spanish, and as cultu
ral outsiders we were each other’s best alternative for companionship. But once we returned home to our beloved American families and friends, the basis for comparison switched back to “normal” mode. Given this situation, it was hard to understand why Jon or I would want to spend another evening in each other’s company rather than with those we love.

  My advice? Understand that relativity is everywhere, and that we view everything through its lens—rose-colored or otherwise. When you meet someone in a different country or city and it seems that you have a magical connection, realize that the enchantment might be limited to the surrounding circumstances. This realization might prevent you from subsequent disenchantment.

  CHAPTER 2

  The Fallacy of Supply and Demand

  Why the Price of Pearls—and Everything Else—

  Is Up in the Air

  At the onset of World War II, an Italian diamond dealer, James Assael, fled Europe for Cuba. There, he found a new livelihood: the American army needed waterproof watches, and Assael, through his contacts in Switzerland, was able to fill the demand.

  When the war ended, Assael’s deal with the U.S. government dried up, and he was left with thousands of Swiss watches. The Japanese needed watches, of course. But they didn’t have any money. They did have pearls, though—many thousands of them. Before long, Assael had taught his son how to barter Swiss watches for Japanese pearls. The business blossomed, and shortly thereafter, the son, Salvador Assael, became known as the “pearl king.”

  The pearl king had moored his yacht at Saint-Tropez one day in 1973, when a dashing young Frenchman, Jean-Claude Brouillet, came aboard from an adjacent yacht. Brouillet had just sold his air-freight business and with the proceeds had purchased an atoll in French Polynesia—a blue-lagooned paradise for himself and his young Tahitian wife. Brouillet explained that its turquoise waters abounded with black-lipped oysters, Pinctada margaritifera. And from the black lips of those oysters came something of note: black pearls.