I’ve got to praise Kent’s library service.
I worked in an early version of a Gateway (one stop shop) service in Dover a few years ago that incorporated the library and rediscovered it then.
Now the world of ipods and podcasts such as the RSA and The Guardian (as well as Richard Herring’s ‘As it Occurs to me’ which I recommend) allow me to learn new things or have a laugh whilst walking, cycling or driving around, it gives me pointers for books to learn more.
My library will reserve online for a huge fee of 25p and email me when it’s available so I can pickup from the most convenient branch. If they don’t have a book I can suggest they buy it and they email me when it’s ready. It’s a fantastic service that so many forget about.
I reserved and borrowed Nudge by Richard Thaler and Cass Sunstein.
The book describes two systems that characterise how humans process situations; the “Reflective System” and the “Automatic System”
The Automatic System is rapid and is or feels instinctive. Instances of the Automatic System at work include smiling upon seeing a puppy, getting nervous while experiencing air turbulence, and ducking when a ball is thrown at you.
The other system of thought is the Reflective System. This system is deliberate and self-conscious. It is the one at work when people decide which college to attend, where to go on trips, and (under most circumstances) whether or not to get married.
Because of these differences and conflicts between these systems, people are often subject to making mistakes that are the result of widely occurring biases, heuristics, and fallacies.
These include:
Anchoring
a cognitive bias one relys too heavily on one trait or piece of information. An example would be a resident of Chicago who is asked to guess the population of Milwaukee. Knowing the Milwaukee is a major city, but certainly not as large as Chicago, the person would take the population of Chicago (roughly 3 million) and divide it by, say, one third (arriving at one million). A resident of Green Bay (which has a population of around 100,000) might know that Milwaukee is larger than Green Bay, and triple the population of their home city to arrive at a guess (of 300,000). The difference in guesses of people because of their geographical location is an instance of anchoring. The real population of Milwaukee is about 580,000.
Availability
when people predict the frequency of an event based on how easily an example can be brought to mind. The authors state that this could help explain why people think that homicides occur more than suicides, as examples of homicides are more readily available. The availability heuristic can have negeative effects in business and politics, because people will overstate risks, resulting in people purchasing unnecessary insurance, or governments pursuing social goals at the expense of other more fruitful ones.
Representativeness
where people judge the probability or frequency of a hypothesis by considering how much the hypothesis resembles available data. An example would be perceiving meaningful patterns in information that is on fact random. These include false accounts of “cancer clusters” and the common belief in basketball that players can get “hot”. Due to the number of shots taken, players are bound to have times when they score many shots in a row, but basketball fans wrongly believe that a player that has just made a series of shots is more likely to make their next shot.
Status quo bias
this is when people are very likely to continue a course of action since it has been traditionally the one pursued, even though this course of action may clearly not be in their best interest. An example of the status-quo bias at work would be when magazine companies offer trials of their magazines for free, but then, after the trial has ended, continuing to send magazines and charging the customer until he or she actively ends the subscription. This leads to many people receiving and paying for magazines they do not read.
Herd mentality
people are heavily influenced by the actions of others. Sunstein and Thaler cite a famous study by Solomon Asch where people, due to peer pressure, assenting to answering certain questions in a way that was clearly false (such as saying that two lines are the same length, when they clearly are not).
It is these errors and mistakes that human beings are subject to that Sunstein and Thaler endorse libertarian paternalism.
There is a fuller summary here
I found these theories useful in understanding why people behave in certain ways, and it echoed my own experiences. However much of the book is how to adjust default settings in products e.g to compensate for the status quo bias or word campaigns to use the herd mentality.
Although the libertarian paternalism the authors refer to is clearly not intended to be manipulation, much of this book felt that it was about manipulating people rather than using these theories to gain a deeper understanding of individuals and communities.