Why do we make irrational choices? Is it truly “you” that is making them, or are other forces at play? In this fascinating TED Talk, behavioural economist Dan Ariely explores these questions by asking us to consider our perceptions.
All of us know about illusions which lead to irrational behaviour. We assume these are rare events – perhaps occurring under extreme conditions (e.g. dehydration). However, it is more common than we might realise.
Ariely asks us to consider visual illusions – e.g. objects that appear different in size or colour to what they actually are. There is no easy way to truly “see” them. Without being shown properly – perhaps by changing the object’s angle or lighting – most of us would move forward with our assumptions about the object, making decisions based on mistaken information.
The point is brought home through a fascinating discussion about organ donation rates across European countries. Variations are not primarily due to cultural differences but rather due to differences in organ donor forms.
Similarly, when we wake up in the morning, we “decide” what to wear, eat and listen to on the radio. Yet, how many of these decisions reside outside ourselves – similar to those designing organ donor forms?
In short, default options can heavily influence our decisions, especially when choices are complex or when we lack clear preferences. Ariely drives this home even further by exploring the concept of “decoy options,” where the presence of a less attractive choice can make other options seem more appealing.
The central idea is this: our preferences can be manipulated by the way choices are presented to us. However, by acknowledging our cognitive limitations and constraints, we can influence the decision-making environments that shape our inherent biases.
This talk is fascinating and raises as many questions as it does answers. We commend this TED Talk to you and would love to hear your thoughts!
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