behavioral economics

The World From An Anarchist-Anachronist-Economist’s View with Dr. David Friedman

TWS 10 | Anarchist Anachronist Economist

 

American economist, physicist, legal scholar, and libertarian theorist, Dr. David Friedman, enlightens us about his view of the world by title, which is the anarchist-anachronist-economist. As he breaks down each of these three terms, he shares his understanding of each based on how they apply to his life. Dr. Friedman has written numerous books, including the notable Legal Systems Very Different From Ours where he describes a number of societies and how they work. He also gives a brief background on how his father, the famous economist Milton Friedman, has influenced his view of the world and general approach to economics. Based on his views on economics and markets, he describes the role of an entrepreneur, what the entrepreneurial drive is, and what drives people. Learn some more amazing concepts in this very informative episode with Dr. Friedman.

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The World From An Anarchist-Anachronist-Economist’s View with Dr. David Friedman

This episode is an interesting one. It’s an interview with the son of Milton Friedman, one of the most famous American economists. He won the Nobel Peace Prize back in the 1970s. His son is also an intellectual. He has written a few books and also an emeritus professor in law and a few other subjects. This was a profoundly intellectual conversation and it was about some of the philosophy of economics and politics. It got deep and it was intimidating for me because of how it made me think and process some of the information that David was saying. This season of The Wealth Standard is on the entrepreneur, so my intention with David was to get into the environment in which the entrepreneurial mind operates. We definitely got there but it was in a way that I did not anticipate.

If you like what you’re learning on the show, you’re probably asking yourself, “How can I apply this?” That’s why I wrote the book that I released in 2018 called Heads I Win, Tails You Lose: A Financial Strategy to Reignite the American Dream. That saying is interesting. That’s your pretty old saying and it alludes to a system set up for a certain party to win. In most cases, it applies to the political and economic system that we all operate in, which I argue in the book is not set up for us to win but set up for them to win. The book teaches you how to turn that table. For a limited time, you can get the book for the cost of shipping and I’m throwing in the audiobook as well for no cost. Go ahead and head over to FreeBook.HeadsOrTailsIwin.com.

David, thank you so much for joining us. I can’t wait for this interview. I’ve been looking forward to it. The best way to start the conversation is the way you describe the world by title, which is the anarchist-anachronist-economist. Would you mind may be going into some details of what that means?

The anachronist is irrelevant for your purposes. One of my hobbies is historical recreation in an organization called the Society for Creative Anachronism. I’ve been involved with that to varying degrees for many years and it’s a lot of fun. I, my wife and daughter cooked from very old cookbooks back to about the 10th century. I build furniture, make jewelry, tell stories and write poems, it’s a lot of fun but it had not much to do with my political interests. They only very occasionally overlap. Economist because economics to me is a way of making sense of the world. It’s not the study of money or prices or whatever. It’s understanding behavior on the assumption that individuals are rational. What we mean by rational is not how they think but that they tend to get the right answer. On the whole, if you want to go somewhere, you’re likely to start in the right direction. If you’d been there a few times, you’re likely to take the shortest route and much more generally, that you can make a good deal of sense. Not perfect sense but a good deal of sense out of the behavior of people on that simple assumption and that’s what economics is built on.

It then becomes a way of making sense of not only what we usually think of as economic behavior but questions such as, “Why are marriages less stable than they used to be? What affects crime rates?” A whole bunch of anything that comes down to human behavior, you have at least a possibility of understanding with economics. That’s what I’ve done professionally for a very long time but it’s also a way of thinking that I find not the only way of making sense of the world but a very attractive and interesting one. Anarchist, what I mean by that is the ideal society would not have a government. I don’t think that a society without a government is stable under all possible circumstances. In that sense, I’m pessimistic but there is a fairly wide range of circumstances in which that society could work.

My first book, among other things, sketched a hypothetical picture of what a society with private property and trade and without government might look like, where you had what we think of as the fundamental government functions all being provided privately. That was published in the early ‘70s and the third edition with another 100 pages or so, came out maybe a couple of years ago. My book, Legal Systems Very Different from Ours, is where I was looking at a whole lot of mostly historical legal systems. I concluded that, in a sense, what I’ve been doing in my first book was reinventing the wheel because there are historical societies in noticeable number in which law enforcement was private and decentralized. I described a number of such societies in the book, Legal Systems.

One of my chapters is a discussion of how societies work. What I sketched in my first book was a fancy modern society version of what those societies were. When you write an economics textbook or teach a course, you may start out with Robinson Crusoe and Friday and a very simplified picture. There’s a sense in which I was doing the fancy version of what the simplified picture of which it had existed. That was one of the interesting things and it was a fun book to write because I ended up learning about Amish, Romany and Imperial Chinese, a legal system that lasted about 2,000 years. It’s one of the world record holders for longevity and in Athens, which I like to describe as the legal system with the mad economists because they’ve got all clever ideas, which might or might not work.

I’m going to skip ahead to a couple of questions that I had for you. With your specific book coming out, as long ago as it did, a lot of things have transpired since then. The updates you’ve made to the book, what’s changed or have you experienced a rise in a stronger centrally planned government than may have existed in the early ‘70s? What has been your experience in looking at that and analyzing it?

After that, it’s true that as far as I can tell, things are changing in both directions at once. On the one hand, a lot of the bad ideas of the early ‘70s are much less fashionable. Everybody takes floating exchange rates for granted for example. General deregulation to some significant degree happened. The trucking industry and the airlines got deregulated. At the same time, environmentalism has, in an odd sense, substituted for socialism. Back when I was writing, a lot of reasonable people thought that something like the Soviet model worked. A fairly popular view was it’s not a very attractive society. It’s not a very free society. Maybe we want to do that but economically it works. They are developing and they’re going to catch up with us and so forth.

Socialism, in the old sense, is dead. Environmentalism has replaced it. Click To Tweet

We know that wasn’t true. It is as it were by its own standards was a flop. There are people who call themselves socialists but most of them don’t mean, “We should have the government running the steel industry and the auto industry and everything,” which was the Soviet model. They mean a number of different things, it’s socialism. Even back when I wrote Machinery, I pointed out that socialism had become a term with no content and positive feel-good value because it can mean a lot of different things for different people. The most common usage is to refer to a welfare state like the Scandinavian countries, which are basically market societies. In some ways, they’re more free markets than the US but have quite a lot of redistribution.

Socialism, in the old sense, is dead. Environmentalism has replaced it. In that environmentalism provides a new set of arguments for why the government should interfere with the free market. In one sense, that’s progress because there are better arguments. Socialists resist wrong. The environmentalist argument is not inherently wrong. On the other hand, in practice, you end up with governments doing undesirable things with environmental excuses. Maybe the clearest example of that would be biofuels. The US is the world’s largest producer of corn or maize and the US is turning something like a quarter of its corn crop into alcohol. The excuse for doing this was the claim that would reduce CO2 output. Apparently, it isn’t true. That is as far as I can tell, the people who were serious about environmentalism eventually came to the conclusion that you were producing at least as much CO2 in the process of growing your crops.

The theory of it is that the crops absorb CO2 when they’re growing to produce your maize and then put it back so that’s nothing, but you also have tractors and trucks moving the corn around and so forth. I gather at least that it doesn’t but having biofuels does push up the price of corn and that’s something farmers like. We are putting a good deal of effort into making poor people in the world hungry by making one of the major food crops more expensive in the world on the excuse of environmentalism. That’s true of quite a lot if you look at it, of what’s going on so that environmentalism has substituted for socialism in the sense of a different set of arguments for the government interfering. However, it’s the case that we have no good way of getting governments to do the right thing. The way I like to put it is there is a term market failure which describes most generally ways in which individually rational behavior doesn’t combine for rational group behavior. For people who are familiar with the prisoner’s dilemma, that’s the two-person version of market failures.

Market failure is not about markets. It is a pattern in human behavior which occurs in a whole lot of different contexts. When I give a talk about it, that includes things like the failure of the market to produce the public good where you can’t control who gets it. It also includes rational ignorance and voting because when you figure out who’s the best person to vote for, you’re producing a public good and you’re producing a benefit which almost all of which goes to other people. You have very little incentive to do that and the result is that most Americans don’t know most of the things they would need to know to have a respectable opinion on who to vote for and they’re rational in that. My view at least is that it’s not that the market is perfect, it’s only that the same things that cause the market sometimes to fail caused the political alternative to failing usually. That market failure ultimately comes because I am taking action where you are varying the cost or where you are getting the benefit either way. If I’m taking action where other people bear the costs, it pays me to take it even if the total costs are larger as long as I get a benefit. If I’m taking action where other people get the benefit, it doesn’t pay me to take it even if total benefits are larger in total costs.

On the market, that’s a fairly unusual situation if it takes a semester or so of Price Theory but roughly to a first approximation. When you buy something, you’re paying all of the costs associated. When you produced something, you’re receiving all the benefits as a result of producing it. Roughly speaking, you have the ideal situation where each individual actor gets the benefits and pays the cost of his action and then he takes the right action. There are exceptions but those are exceptions on the market and those are the normal situation on the political system. A political system almost never does someone making a decision to bear the costs or receive the benefits of it. The result is that with environmentalism, you’ve got a legitimate argument for why if the government did the right thing is it could improve things but the government mostly doesn’t do the right things and therefore, it becomes an argument that has bad effects.

I understand that they don’t do the right things because there are benefits when they make decisions but the consequences don’t necessarily exist.

TWS 10 | Anarchist Anachronist Economist

Legal Systems Very Different from Ours

To begin with, if you took the global warming argument seriously, no country would do anything at all about it unless they had an agreement with all the other countries to do it. I’m in California and it does various expensive things to reduce CO2 output. California CO2 output is less than 1% of the world’s CO2 output. Hence, anything it reduces means that temperatures 100 years from now will be perhaps 100th of a degree centigrade less than they would be if they didn’t do those things. It’s absolutely crazy to do them if you’re thinking of people in California benefiting California by controlling global warming. On the other hand, there may be other reasons to do them as in my biofuel’s case, which is in California but the US federal government, you can get the votes of farmers. Al Gore to his credit, admitted at one point that he was pushing biofuels because he was running for president and it was an early primary. That was a point after he decided it was a mistake.

Because it would help farmers.

Yeah, it would increase the income of farmers by bidding up the price of one of their main crops.

Let’s take a couple of steps back because your view of the world is significant and your explanations have been incredible. You’ve been influenced to be aware of economics and be aware of society in a different way from your family history, which is Milton Freidman being one of the early parts of the Chicago school of economics. Maybe talk a little bit about some of the things that he did that influenced you the most and why?

One thing was lessons in child-rearing. In my view, there are two theories of children. One is that they are pets who can talk and one is they’re small people who don’t know very much yet. I believe in the second theory. As far as I can remember, I never had an argument with my father where he said, “I’m the grownup, I’m right.” It was always, “Here are the reasons.” If I had better reasons, fine. If he has better reasons, fine. That was a very important lesson about interacting with people in general, even at the level of an adult interacting with a child. That would only be one important lesson. My general approach to economics has been very much influenced by his. The way I think of the Chicago school approach, I consider myself a Chicago school economist, is that economic theory gives you plausible guesses but not certain conclusions. It’s very hard to think of any real-world conclusion, which couldn’t be truly consistent with economics. If you make sufficiently extreme assumptions about things like what people value or how you produce things, which economics doesn’t tell you.

Economics takes utility functions, which is what people value and production function, which is how you make stuff as somebody you get from the outside. My example of that used to be the Minimum Wage Law that Jim Buchanan who was a colleague of mine early on used to say that all economists agree that Minimum Wage Laws cause unemployment. That’s not an empirical statement. That’s a definition of an economist. He’s wrong because although you would certainly expect it to happen, you can imagine some circumstances in which it would. My old example was to imagine that there are a lot of consumers who hate the thought that they’re buying something produced by very low wage labor and therefore, they’ll buy more of the stuff that the unskilled labor is produced if it’s paid more. That used to be my example but in fact, there was an article a long time that got quite a lot of attention.

Unfortunately, it has bad effects, but it was a good article in which somebody had an economic theory, which didn’t require his wild assumption in which increasing the minimum wage under some circumstances would increase the employment of low skilled workers. It was a very clever idea. It had to do with assuming that the employers were monopsonies, were monopoly employers and were therefore hiring fewer people in order to hold wage levels down. If you push the wage level up and they can’t do it anymore, then they hire more people. Unfortunately, it’s then get used by people who want to push high minimum wages, which I incur a mistake.

Nonetheless, it demonstrated that not only could you make a wildly unlikely argument for this wrong conclusion. You can make a non-absurd argument for this wrong conclusion. The Chicago method, as I understand it, is you form your conjectures from the theory and you then find ways of testing them against real-world facts. My first journal article a very long time ago was an economic theory of the size and shape of nations in which I claimed to explain features of the map of Europe from the fall of the Roman Empire to the present. I submitted it to the Journal of Political Economy. George Stigler, who was the editor, rejected it on the grounds that I had no empirical tests of my theory. How do you test the theory about the size of nations? I thought of some ways and some predictions the theory made about certain patterns of the shapes of countries at various times.

Market failure is not about markets. It is a pattern in human behavior which occurs in a whole lot of different context. Click To Tweet

I revised the article and George accepted it. One result of that was I have a little more evidence that my theory is true. The other result it turned out was that I had to think much more carefully about what my theory actually was saying in order to figure out how to test it. If you’re trying to link your mathematical model to the real world, you have to be a little more careful about what each term needs. In that sense, a good methodological approach for economics is to use the theory to figure out what you think is true and then say, “If I am right, what implications will it have? What facts or reality that I don’t already know could I observe to test the theory?” That was certainly, I suppose, the largest intellectual influence. My father was a classical liberal. I am a more extreme classical liberal, anarcho-capitalist. It was certainly an influence on me in that way as well. In terms of formal economics, I may well have learned more from other things.

One of the questions I wanted to ask relates to this point, which is how you have come to understand freedom and the different theories of economics that are out there and how has it changed over time? You went back to the past and started to understand patterns and identify patterns. It seems like a lot of the cause of the lack of progress or the cause of cycles is in part by the same force, which as from what you’re saying is a central drive from a government power as opposed to it being done by the people.

There are a bunch of reasons why things aren’t as good as they should be. Certainly, one of them is that governments have the wrong incentives. Another one, going back to my rational ignorance point, is that voters in a democracy have the wrong incentive. That it makes very little sense unless you’re an extraordinarily benevolent person to spend effort figuring out what policies are best for your country. Yet the sensible thing to do if you’re going to be involved in politics is to figure out what political position will make you most popular with the people who matter to you, who might be your family or might be your neighbors, they might be your coworkers and persuade yourself of that policy. There’s some very interesting work by Dan, a Yale law professor, who has looked at issues where positions have become markers of group identity. If you think about evolution for example, that saying you’re against evolution puts you in a particular group as it were or views on global warming or gun control, those would all do that.

His claim is that if you measure how intellectually able people are, the more intellectually able someone is, the more likely he is to agree with the group he’s a part of holds, whether that means believing in evolution or not believing in evolution. He has an explanation for this. He says, “This is rational behavior because whether I believe in evolution as essentially no effect on the world, it’s going to happen with or without me. It has a large effect on my relation to the people around me.” If I’m a professor at an elite American university and I say that I don’t believe in evolution, all of my colleagues are going to say, “Look at that stupid non-educated fellow.” If I’m somebody living in a small town where everybody is a member of the same fundamentalist church and I say, “I believe in evolution,” nobody’s going to want to marry my daughter or me. In that sense, he’s right that it makes sense that it’s in your interest not to believe what’s true in those contexts.

You want to believe what’s true in things where your decisions affect you. You want to believe what’s true about what cars will or won’t run. Whether there’s global warming, it doesn’t much matter from that standpoint, but it matters for how you get along with people around you. In that sense, we do not have a good mechanism for making those decisions. There isn’t one and I’ve argued in the past that shifting more and more things to the market at least gets you closer. There’s this famous quote from Winston Churchill, “Democracy is the worst form of government ever invented by the mind of man, except for all of the others that have been tried.” People usually take that as a defense of democracy, but it isn’t. It’s a critique of government. What it’s saying is the best form of government we have works terribly. I take that as an argument saying wherever possible, shift things away from the government model to the market exchange money. I like to say that the very best form of government is a competitive dictatorship. That’s how we run restaurants and hotels. I get no vote on what’s on the menu but an absolute vote on whether I go to that restaurant and then the person running the restaurant has an incentive to put the things on the menu that his customers want.

I like to shift as much in that direction as possible. What I’ve argued is that you may be able to move everything in that direction. There will still be problems because as I say, the market doesn’t always get the right result and it’s got better odds than the alternative. If you can’t do everything, you can at least move a lot of things in that direction but that’s been my view. I’ve thought through it a little bit more over the years but that’s been my basic view for a long time. The only view I can think of that has changed is I am less optimistic about using the tort system as a substitute for regulation. You think about what seemed like a good argument, which is to say you don’t need to have regular rules against people doing bad things because you can have them sued instead. That only works if you believe the legal system does a good job of figuring out who damaged whom.

TWS 10 | Anarchist Anachronist Economist

The Machinery of Freedom: Guide to a Radical Capitalism

We’ve had a case, which hopefully is not finished, but where somebody was awarded a multibillion-dollar judgment against Monsanto for a product which essentially everybody who is seriously expert in it believes is harmless, but they claimed they got cancer due to it. Some people got cancer. If you’ve got cancer and you handled Roundup glyphosate, you can claim and you can even believe it’s because of that. If you can persuade a jury, first they figure out the cause of cancer, then they say, “We want to punish them because of all these other people.” You can get very bad results. At this point, I’m less optimistic about that as an alternative. The system I want is one in which the laws themselves are generated on the market. That’s what I sketch in Machinery of Freedom, that would do better. I have one chapter in the new edition on market failure on the market for law in which I’m discussing where my best system will still give the wrong answer and then there are places where it predictably will. It’s that I don’t know of anything better.

We’re definitely complex creatures.

There are a lot of us and we are interacting in complicated ways.

You are maybe going on a different angle. This season, I’ve tried to focus on the entrepreneur and the value that they have in the world. As you’ve understood economics and as you’ve understood markets, how do you describe the role of the entrepreneur?

It’s not something I’ve thought about very much that the kind of economics we understand best is Price Theory. It usually starts out by assuming that everybody makes the right decisions. It’s therefore missing a lot of issues necessarily of the person who figures out that everybody else is doing it wrong and then does it right. Individually, I believe in that and that I have various points. I’ve made investments where I was basically betting my prediction of the future against the market prediction. The first one was when I bought Apple stock and that was when the Macintosh first came out, the original Mac. I was a professor at Tulane Business School at the time. I told one of my colleagues that I was planning to buy a Mac and he said, “Why don’t you get a PCjr instead?”

It occurred to me that was a natural question for him to ask because they’re about the same physical size. It was an absurd question to anybody who was familiar with the technology because the Mac was one of the very first machines to use a graphic interface, which is what we all take for granted. I knew about graphic interfaces because I had seen a movie about the Xerox PARC work with the original graphic interface. I also knew that the processor the Mac used was a Motorola 68000, which was a much more powerful processor than the probably 8086 or 8088 that the PCjr used. It was one before that was normally used from multi-user machines. Why was that? Because running the graphics interface takes a lot of horsepower. There’s a lot of processing invisible to you as the user that goes on to do it in the way we now do it rather than doing it in the way we had done it.

I had a computer before that, neither of those before the Mac existed. I knew about the normal way of doing what’s called a command-line interface, which is much clumsier but much easier with the computer. I said, “I know that his question is silly. His question is the question that almost everybody investing in the market would ask.” A very small fraction of the people in the market a long time ago were sufficiently into computer technology to know about Xerox PARC, to know about graphics interfaces and to know about different processors. Therefore I said, “The market is probably pricing Apple correctly in every other respect. They’re missing a very large positive, therefore the stock is underpriced.” I wasn’t an entrepreneur in the sense of starting a company, but I was willing to bet against the world. I’ve made a number of such bets, some of which had done very well.

Going to that example, you identified something but then also the nature of the Mac coming into the marketplace. They understood that there would be a competitive advantage possibly maybe it was a bet that they made but there’ll be a competitive advantage having a more graphic interface because of how people respond to colors and to graphics.

You want to believe what's true in things where your decisions affect you. Click To Tweet

It’s not responding to colors and graphics. It’s the difference between doing something by moving stuff around on the screen and doing something by typing in words. We try to imagine eating dinner using a text-based interface and you say, “Take a fork, stick a fork in spaghetti, twirl fork around, move fork,” as opposed to fork. It was a much easier and more intuitive way of interacting. I should say Bill Gates knew it too. My second successful investment was in Microsoft. The reason there was that I observed that the dominant word processor and spreadsheet on the Mac were both made by Microsoft. I said, “Why in the world is Microsoft investing its resources in a platform where they have no advantage?” Microsoft was running the operating system for MS-DOS at the time because it was pre-Windows, yet they are willing to go to a considerable effort to have a word processor and a spreadsheet on the Mac OS where they’ve got no advantage over anybody else.

I know that graphics interfaces are the path to the future. I bet Bill Gates knows that too. I know that you can’t run a graphics interface successfully on the current PCs because they don’t have enough horsepower to do it but that’s going to change. Processes are getting faster. The people building those computers are going to build faster computers. I bet what Bill Gates is doing is using the Mac, which is a tiny market compared to the PC market, as the testbed to develop a word processor and a spreadsheet that worked well in a graphic interface. Then in another few years, when his world moves to graphic interfaces, which was Windows, he’s going to walk into the market already having his testing programs. That’s in my view why Word and Excel are the dominant word processor and spreadsheet. I said, “If Gates is clever enough to do that, I ought to buy stock in this company.”

Do you define whether it’s Steve Jobs or Bill Gates and their drive to come up with these products that don’t necessarily exist or to make these company decisions to test and eventually get on the marketplace, do you describe that as an entrepreneurial drive?

That’s entrepreneurial behavior but it’s not something that I can fit into economics beyond observing that exists. There are other things like that. There are technologies that are very important to the economics that we don’t understand.

Is it natural for that behavior to occur if you have a specific type of framework?

It probably occurs in most frameworks though. I bet there were entrepreneurs in the Soviet Union and they were entrepreneurial about different things. They were entrepreneurial about. “How do I get my kid into a good school? Who do I have to do favors for?” It was a perverse system so they weren’t doing useful things mostly. There are certainly social entrepreneurs, people who are good at making other people like them and good at creating friendship groups. Entrepreneurial behavior is broader than the market, but it certainly plays an important role in the market. Let me give you a different example of a technology I don’t understand though I appreciate it and that’s why some companies are happy. There was a lumber yard near here, which unfortunately no longer exists. My general feeling buying lumber there for projects I was doing was the people there liked each other and liked their customers and felt like that kind of place.

On the whole, I get that feeling about Southwest Airlines. I like riding them and everybody tries to give that impression. I’m sure to some extent it’s true of some of the competitors. How do you do it? If you are the president of a company, what are the decisions that result? You can see it’s not a trivial problem because, on the one hand, you want to punish employees who do a bad job. On the other hand, punishing people will make you unpopular with them and their friends. There’s clearly a highly developed technology for running companies. All I can say is for me as an economist, that’s a black box that we describe it as a production function. You put some inputs in and you get some outputs out and you might be able to observe the production function but don’t understand it. It’s just as I don’t understand the details on how they make cars. That’s got to be very complicated.

TWS 10 | Anarchist Anachronist Economist

Anarchist Anachronist Economist: Behavioral economics explains why people make mistakes and why lots of people make the same mistakes.

 

I was reading a review of a book, which was discussing the difficulty of primitive technology. It was an interesting story but I don’t know if he’s right. His account is that there are a number of cases in the nineteenth century where you’ve got European explorers who end up somehow stranded in an environment where the local primitives are doing fine and starve to death. His point is that surviving as an Eskimo or surviving as a hunter-gatherer in the Amazon requires a lot of very sophisticated skills. He goes through details of this long sequence of things you have to do to hunt seals, most of which would never occur to you. One of the main foods in South America is manioc, which is poisonous. Therefore, there are elaborate procedures for purifying it. There are lots of technologies we tend to think more about modern technologies but human beings have been doing complicated things for a very long time.

Have you studied behavioral economics or looked into what drives people? Why do they behave and do certain things based on certain circumstances?

I’ve read Kahneman’s book, Thinking, Fast and Slow. It was a very good book and that was our Christmas book. It was the book we gave as a present to anybody we didn’t have a present for. What he’s doing is explaining why people make mistakes. The basic logic of that book is that we have two different metal machines for doing things, what he calls the fast mind and the slow mind. The slow mind is what we normally think of as thinking rational thought. When I look at a screen, what I am seeing is not some gray here and some pink here, some little round brown circles with black dots in the middle there. I’m seeing a human face and a wall of an office and eyes and pupils and so forth. I’m not doing any explicit analysis to do that. I’ve got incoming a pattern of colors and yet very fast background processing. It resolves that into a picture of what I’m actually seeing.

Kahneman’s argument is that the slow mind is a very scarce resource that consequently, we can’t afford to think everything through. We have a whole bunch of rules of thumb which worked pretty well but not perfectly for the 99% of our thinking that’s done in the background. If you analyze what those rules of thumb are, you can sometimes figure out what mistakes we’ll make. That’s a neat idea. I don’t think I’ve seen any interesting economics using that. Certainly, people are trying to use that in economics but that’s because, in order to be a successful academic, you’ve got to do something that looks new. If you have an issue that smart people have been thinking about for 100 years, saying something new about it is hard. One way is saying, “We’ve got a new approach. We’ve got this thing called behavioral economics. Let’s do the behavioral economics of X, Y and Z.”

Maybe there’s something good being done in there but I haven’t actually seen anything which struck me as my knowing anymore as a result. What I want people to do behavioral economics with is not my field. It’s macroeconomics. If you think about why there are recessions and depressions, involuntary unemployment and stuff like that. In the part of economics that I understand, none of that happens. In ordinary Price Theory, prices always moved quantity supply to quantity demanded labor like everything else. It’s a nice model. It’s something we understand and it describes quite a large part of reality but it clearly doesn’t describe all of it because you do have these episodes. I don’t do macro but as far as I can tell of the people who do macro, almost all of them involve a theory in which people are making the same mistake over and over. What the mistake is buried with a different version of macro.

As best as I understand Austrian Business Cycle Theory, which I don’t understand very well, it involves the idea that the government produces money, drives down the interest rate and businesspeople then assume the aggravate will be low forever. Make investments on that basis and then discover lo and behold, the government stops producing money. Interest rates go back up. We’ve got to liquidate a bunch of stuff but that’s stupid. It will be stupid the sixth time it happened. You would say after a while, “We know why interest rates are low. It’s only going to apply for the next year.” Various short-term investments you can do even if they pay with a low-interest rate than long-term. Similarly, the simple versions of Monetarist Business Cycle Theory are, as I understand it, that you’ve got some level of rate of increase in the money supply will result in a certain level of inflation. Everyone takes that for granted, then the government stops increasing the money supply.

Workers still expect the annual wage rise implied by that inflation but at that wage, employers don’t want to hire as many workers as they want to work. You’ve got unemployment. You would think that after a few times, people would start saying, “Let’s watch the money supply figures.” One of the things that behavioral economics does is explain why people make mistakes and why lots of people make the same mistakes. I want somebody who’s interested in macro to see if he can use behavioral economics in order to explain why people don’t solve these things in the way I’m describing but that’s not my project. That’s just a project I’m trying to sell it to someone else who does stuff. I have a variety of such projects that I try to get other people interested in.

The slow mind is a very scarce resource that, consequently, we can't afford to think everything through. Click To Tweet

What are ways in which the audience can learn more about you, follow what you’re up to and some of the projects you’re working on and so forth?

To start with, I’ve got a webpage which is DavidDFriedman.com. On that webpage, there are links to most of my published articles and the full text of several of my books. That’s probably the easiest way. There’s also a link to my blog and it has interesting stuff on it but I post very rarely to it because I got interested in somebody else’s blog, which has a lot more activity and lots of interesting conversations. Mostly, I’m doing things on Slate Star Codex, which is the name of a blog that I don’t run but where I participate. In terms of my writing, I have a book called Legal Systems Very Different from Ours. You can get on Amazon and it’s a very inexpensive Kindle. I don’t remember whether I made it $5 or $3 but something like that. The Machinery of Freedom, which was my first book and the third edition, is also an inexpensive Kindle as well as the print version.

Not in audio format?

Machinery is also in audio format. I haven’t checked if anybody’s buying it. Part of the reasons in audio format is that I self-published Legal Systems, I needed somebody to do a cover for me. A nice lady on Facebook, who obviously was familiar with my work, designed a very nice cover for it, which I used. She also said that I ought to have Machinery as an audiobook. I figured she’d done a favor for me, I would do one for her and she might be right. It might be useful. Machinery third edition you can get as an audiobook. My only other audiobook is my first novel, which is called Harald and that one I had recorded a long time ago for other reasons and then once audiobooks became important, I figured I might as well turn it into an audiobook. I’d like to do an audiobook of Hidden Order but that depends on whether or not we get the rights back from the publisher. I wrote a Price Theory textbook a long time ago and I’m in the final stages of creating a third edition of that as a Kindle, which I’m going to self-publish because it went out of print and when it goes out of print, the rights revert to me.

Hidden Order was basically the Price Theory textbook rewritten into a book for the interested layman. It’s not intended as a textbook. It’s a book to anybody who wants to teach himself economics. I’m sure you can still buy copies but I don’t think they’re actually printing it anymore. I’m hoping that it’s sufficiently out of print and I can get the rights back and then I’ll make that into a Kindle and maybe also into an audiobook. I’m less certain of that. I’ve got a variety of other books people might find interesting. My second novel Salamander, which I like, and I’m going to have a third novel fairly shortly. Those were all for fun. None of them were very successful but some people liked them and I liked them. My book Law’s Order, which is an explanation of the economic analysis of law, which was what I’ve been doing professionally for a good deal for many years. I hope people would find that interesting. I have a book, Future Imperfect, which is looking at ways in which technological change may radically change the world over the next many years.

Is that in the works?

That released years ago and that’s available. I don’t even know if it’s a Kindle because it was commercially published. I wasn’t doing it but it probably is. Certainly, there is a print version. I could make an audiobook, but I need permission from the publisher. That one, my view is that the future is very uncertain. When people talk seriously on we have to solve problems 100 years from now, they’re making a mistake that we don’t know enough about what the world is going to be like 100 years from now to do those calculations. What I’m doing there is looking at a bunch of different technological revolutions that might happen. If it happens, what are the implications? What are the problems? How might you deal with them? After I wrote and published that book, I gave a talk at Google on the book. I started out by saying that I thought global warming was a pretty wimpy catastrophe. Temperatures go up by a few degrees centigrade, sea level goes up by a meter or so in 100 years. I’ve got three different ways of wiping out the human race faster and I do. In fact, you could see I also have on my webpage a link to a whole lot of videos of talks I gave.

Does it include the one you did with Google?

That is in fact there but lots of talks on different things. Some of them are audio and some of them like that one is video. If you go to my webpage, it’s not a very fancy webpage but if you look down and you can find the link to my recorded web talks and interviews, that will give you lots more of those.

David, this has been fascinating. Thank you for taking some time to share your expertise. This went pretty deep but this has been a great addition to this season and people got a lot out of it. Thank you so much.

Important Links:

About Dr. David Friedman

TWS 10 | Anarchist Anachronist EconomistDr. David D. Friedman is an American economist, physicist, legal scholar, and libertarian theorist. He is known for his textbook writings on microeconomics and the libertarian theory of anarcho-capitalism, which is the subject of his most popular book, The Machinery of Freedom. Besides The Machinery of Freedom, he has authored several other books and articles, including Price Theory: An Intermediate Text, Law’s Order: What Economics Has to Do with Law and Why It Matters, Hidden Order: The Economics of Everyday Life, and Future Imperfect.
David Friedman is the son of economists Rose and Milton Friedman. He graduated magna cum laude from Harvard University in 1965, with a bachelor’s degree in chemistry and physics. He later earned a master’s and a PhD in theoretical physics from the University of Chicago. He is currently a professor of law at Santa Clara University and a contributing editor for Liberty magazine.

 

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Jeff Kreisler on Dollars, Sense And Behavioral Economics

TWS 14 | Behavioral Economics

 

It has been said that the predominant thing people think daily is money. Our financial well-being has fully occupied our lives that it dictates what we do and what we think. Getting down into the science of that is lawyer turned author, speaker, pundit, comedian and advocate for behavioral science, Jeff Kreisler. Jeff shows his expertise as he talks about economics, money, and behavior in general. He shares his own journey that led him to explore how economics is a measurement of human behavior. Moving forward, Jeff talks about his book co-written by Daniel Ariely, Dollars and Sense: How We Misthink Money and How to Spend Smarter, ultimately putting forward the importance not in the pursuit of money but the end result in our lifestyle.

Listen to the podcast here:

Jeff Kreisler on Dollars, Sense And Behavioral Economics

What makes humans tick? Why do we look at the world rationally and expect perfection, and then behave irrationally and settle with our own imperfection? There is a whole field of economics known as behavioral economics, which is relatively new and studies the often-missing variables and economic models which is human behavior. Thank you for joining me on the final season of 2018 where we are discussing the Principle of Property. I have an awesome guest, but it’s been a wild ride. It’s been an awesome 2018. I’ve been a huge fan of Daniel Ariely. Daniel Ariely is a behavioral economist and he has some incredibly entertaining videos on YouTube. If you want a good date night movie, his documentary which is called (Dis)Honesty, which is modeled after his book, Predictably Irrational. Both the book and the documentary are some of my favorites. Daniel Ariely coauthored a book with my guest and the book is Dollars and Sense: How We Misthink Money and How to Spend Smarter. My guest is Jeff Kreisler and he is entertaining and full of humor. It’s going to be a great interview. I look forward to hearing your feedback. Thanks again for all your support of the show and our seasons for 2018. We have some cool plans for 2019. Here is the interview with my guest, Jeff Kreisler.

TWS 14 | Behavioral Economics

Dollars and Sense: How We Misthink Money and How to Spend Smarter

It’s my honor and privilege to have Jeff Kreisler on the show. We are going to be talking about a book that he wrote and about the behavior in general economics and money. Jeff is a Princeton alumnus. He studied economics and law there. He also wrote the book, Get Rich Cheating. He also is a coauthor of Dollars and Sense with Daniel Ariely. He is the Editor-In-Chief for PeopleScience.com. If that resume was enough, he also can add to it that he is a standup comedian and contributor to some news networks CNN, Fox News and MSNBC is a few of them. Jeff, that’s a long list of accolades. Thank you for taking the time.

Thanks for having me.

In doing some research and understanding the background of your book and your background in general, I find it intriguing that you have such a unique background. Someone who gets into law and economics, but also has a sense of humor isn’t something you often find. It might be good for you to tell us a little bit about your background and what your formal education background is. How you got into writing books, speaking and standup comedy. Why don’t you give us an idea of your background, if you wouldn’t mind?

I went to Princeton and I studied Economics, Politics and also Russian Studies there. I love studying and I decided to go to law school because I wanted to be Thurgood Marshall or Thomas Jefferson. As any lawyers who are reading may know, that’s not the direct career path that one takes. I chose the “traditional path” of becoming a comedian. I will admit to my privilege that I had gone to Princeton and had a law degree from Virginia Law School. It’s a great law school and I passed the California Bar, so I had a safety net of my own that allowed me to take the risks to become a comedian.

I was in San Francisco. I did political comedy. I had some success there. I won some awards. I made a little hay with it. As I was struggling to pay the bills and everything, someone approached me and said, “Do you want to write a column for Jim Cramer’s TheStreet.com about financial news and business news? A weekly humor column?” I said, “No.” He said, “It pays.” I said, “Yes.” I learned to dive into that world. Through that, I got an opportunity. It was a relatively popular site and a popular column. A publisher approached me to see if I had some book ideas. I then proposed this Get Rich Cheating book, which came out in 2009.

It was a satire. Initially, it was focused on financial crime. 2009 was a great time to talk about Enron and WorldCom and all that. I ended up going through HarperCollins and we expanded it to include steroids, election fraud, and show business. It was a fake how to book, Stephen Colbert meets Jim Cramer meets Tony Robbins. I had some success with that. That got me my first broader media attention. As far as my own career path, Dan Ariely got a copy of it. Dan is one of the leaders in this field of behavioral economics. Our audience might have heard of Richard Thaler in 2017, he won the Nobel Prize in Economics. He’s a peer of Dan’s. Dan invited me to lecture at his class at Duke University where he’s teaching graduate business.

TWS 14 | Behavioral Economics

Predictably Irrational: The Hidden Forces That Shape Our Decisions

He didn’t introduce me as a comedian but as someone with unique wealth building ideas. It was a light bulb moment for me because I did this satirical lecture. I went and I told these graduate business students at a top business school, “You should cheat cost-benefit analysis. No one’s getting caught. There’s no cost and the benefits are millions of dollars.” There was always a healthy portion of the class, a quarter to a third of them that said, “That makes sense.” For me, it was a light bulb moment because these weren’t bad people. It was money clouds are our visions sometimes. My informal research understanding was that money makes us do irrational crazy things. Through this, I discovered Dan’s work in the field who wrote Predictably Irrational that some of them may have heard of and all of his peers.

We worked together on small projects then came out with this book that came in 2017 called Dollars and Sense. It’s about the psychology of money, the way we misthink money and the psychological biases and cues that lead even the most intelligent or the most informed about finances we make mistakes. As that publication was approaching, I wanted to build on the momentum that I had working with Dan and the fact that I became a believer in the power of these behavioral sciences. There weren’t silver bullets, but there was certainly a new tool in our toolbox to solve a lot of problems.

I got the opportunity to run PeopleScience. PeopleScience is a platform where we discuss behavioral science and the future of applying it to everything from personal finance to organizational design, employee engagement and loyalty habits. We get professors and researchers talking to practitioners and people in business, and those that do know and it’s accessible. The reason why I was brought on is to bring them, whether it’s humor or that ability to speak in a way that’s not academic jargon. That’s been my obsession and talking about what I’ve learned and what the great lessons are in behavioral science. In addition, I still do comedy. I’m a traditional comedy but that’s woven together into this piece of where I’m at.

Paul Krugman is probably the most notable economist who comes from Princeton.

Alan Blinder was my Econ 101. He used to be on the Fed. Ben Bernanke, I didn’t get his class but he was teaching there at the time. He was the Fed Chair and Alan Blinder was an advisor to Obama.

There is a cultural drive to have the value in your whole life be measured by financial worth and value. Click To Tweet

The thing that helped me understand how important human behavior is was there’s this guy that wrote for the Economic Policy Journal. He wrote an article and this was years ago. The point of the article is that you have a lot of these economic models that are principle-based, are math-based. It’s the rational measurement of irrational behavior, which is human behavior. You’re trying to essentially govern people rationally when they don’t behave rationally ever. You come from that school of thought. What was it that flipped the switch for you? Where you started to make connections that even economics is known as the dismal science but the economics is just measurements of human behavior. Where did that light bulb come on?

The short answer is it was probably around being exposed to Dan Ariely’s work and his peers. The longer answer is that I had the same instinct as you that behavioral economics was not an offering when I was in college or law school. It only emerged in the last decade or so. Even then it’s still emerging. For me when I studied traditional economics, even though I got good grades and I understood it and I could explain it, it didn’t click with me. The basis of traditional economics is if I’m in a supermarket and the milk is $0.20 cheaper at the supermarket next door, I’m going to go next door. No, I’m not. I’m a lazy human. I don’t want to be bothered. It’s not a number-based decision, it’s an emotional-based decision.

That was something I knew and felt but never necessarily articulated. I discovered behavioral economics, which is essentially not ignoring traditional economics but marrying that to human psychology. It’s about our decision-making processes and finding a balance between what we say we’ll do. We say we’ll go for that $0.20, but then what do we do? What is our decision at that moment and when emotions play into it? A great example of the difference between the traditional model and the model is anecdotal. Almost universally I’ll go to a big investment firm and they talk about their best performers, the people that advise high wealth individuals how to spend their money.

The employees who tell others how to invest their money, a large number of those employees are terrible at managing their own money. To me, it says they know what to do but at the moment they get caught off guard by emotions and needs and it makes sense. I can tell Joe X, “Here’s how you plan for your kids’ college and your retirement,” but then what I’m thinking about, “That’s my kid. That’s my future.” It feels different and we do things differently. It shows how you have to have that emotional part of it, which is unsettling to those that want things to be an easy answer. Economics can provide an easy checkbox answer, but that’s not how we live.

Writing a book, even though it was satirical in nature during the financial crisis, everything you said in that book had truth to it even though there was a humorous spin. You look at what occurred there. What were some of the things you learned during that period of time? It sounded like that occurred before meeting Daniel Ariely. Pick up on some things there were you saw like, “Why would this person do that?” What are some of the things you saw as you were preparing to write the book? What were some of the things that enlightened you at that point?

Life is not about the pursuit of how you measure with money but of the lifestyle you live that impacts others. Click To Tweet

There was a lot and it’s stuff that still reflects in our society. On the one end, there was this cultural drive to have value in your whole life be measured by financial worth and value. Money is measurable. You can look at your salary and see a number, whereas you can’t look at happiness, meaning and purpose and put a number to it. It’s understandable. The discussion of whether American culture breeds that more than others, it’s a longer conversation. The point is it was there. At the same time, people’s ability to reach these standards wasn’t always being met. It drove people to want to try to find shortcuts.

On the one hand, there is that broadly cultural thing that why would people want to cheat? The psychology of cheaters themselves, whether they’re Bernie Madoff, Alex Rodriguez, Lance Armstrong, any number of other CEOs or people in Hollywood. Look at someone like Harvey Weinstein who maybe didn’t financially cheat, but this mentality of, “I get away with something. I don’t get caught, and then I’m going to get away with more.” That mentality of abandoning an ethical or moral core and pursuing this bottom line and power dynamic was exposed to me in a way that I didn’t expect. All of us have cheated a little bit. We fudged a number here and there, but it takes a certain special someone to go above whatever that 2% or 3% jumps are to make it all their life.

I want to get into Daniel Ariely and your experience with him. I’ve probably watched that (Dis)Honesty documentary a bunch of times. We understand that we’re irrational and emotional. Yet, we look at the world sometimes through a lens of perfection like, “This is what a person should do. This is how they should be. This is what they should have done in this situation.” The question that more applied to the Dollars and Sense book is what was your perspective on money personally, going into that first book? You’ve been writing for the Jim Cramer blog, but writing the first book. How did it start to shift and then get into the story with Daniel Ariely? How has your perspective shifted with the experience with him helping you write the book?

I would certainly say my own view of money and my own behaviors around money have changed dramatically, probably the most in the process of writing the book about the psychology of money. I’m becoming aware of my own biases and mistakes and I certainly still make mistakes. I’m not even sure if this has to do with as much of what I’ve worked on or as much as maturation, is understanding where money rates on the importance and how you value things. After Princeton Law School, I was offered these big corporate law firm jobs. I was at 24, 25-year-old. People were like, “Here’s a bunch of money. Your life is set if you want to be a corporate partner.” I turned it down because whether they call it privilege or stupidity, that was not important to me. I don’t think I ever understood why. The more that I looked at the way the money impacted people and made people skewed in their priorities, the more I realized that maybe there was some instinctive core to what I decided. It’s a little maybe more psychology, lie on the couch and talk about your mother.

I certainly had my own relationship with money involved through seeing how people acted immorally and unethically with it. When I worked on Dan’s book and I saw all these studies about the mistakes we make. The way that we fall for sale prices, the way those brand names affect us, the way that the descriptions of things and the setting of things impact our value. This concept or the pain of paying, which is how when we pay for something, it stimulates the same region of our brain as physical pain. That should make us stop and think if it’s a good decision. Instead of feeling that pain, what we do is numb it with credit cards and AutoPay and E-ZPass and Apple Pay. How all this financial technology that helps make spending easier makes spending less thoughtful. The same idea can be used to make retirement savings easier and less thoughtful, which can be positive. It provided me with a new perspective on the way that I was earning, spending and saving my own income as well as seeing what was happening and what was developing around me.

Ariely talks about this a lot in his other books, which is more of the pursuit of not the monetary side of it but more of the end result or the lifestyle, the meaning behind it like your family or a sense of stability for your family or your family in this situation. Being able to do this and this as the flagship as opposed to the money itself. Is that an accurate statement as far as one of the themes of the book?

That is something that we bring up towards the end as a big picture of you. The book isn’t advising you to not worry about money. It’s advising you to understand how you think about money so that you can identify what your own failings and biases are and then try to address those. Try to create systems and everything. Both Dan and I have in our own way an appreciation for the stuff that doesn’t involve money, that involves experiences. What’s fascinating about the work I’ve done at PeopleScience is that on the book I didn’t delve into that too deeply. There are some books about happiness that we referenced. At PeopleScience, I’ve looked more in this field about nonmonetary rewards. Essentially, it’s always been in this sense of engagement and motivation in employees, but all these studies showing that cash bonuses are not as effective as giving non-monetary bonuses. As far as making people motivated, feel fulfilled, have a purpose and connect it to their work.

A $10,000 bonus is not as effective as a $7,000 all-expense paid trip to Hawaii for that employee’s family. If you think about this, there’s plenty of reason to think from both perspectives. The company saves money, that’s the bottom line but the employee gets this unique experience. They get to anticipate the trip and then reminisce about the trip and enjoy the trip. It’s all this wealth of value to them in addition to making them feel like, “My company values me more than the check does.” In the book, there is a little comment we have at the end about like, “It’s not about money. You shout other things of value,” but since then I’ve learned that there are ways that people are measuring this and trying to think about how we can use it to impact our lives. Not everybody can be rich. If you can’t be rich in money, how can you be rich in life?

If people have financial stress, it affects their work. Click To Tweet

Ultimately, if you were to get people to be open and authentic about it, they would describe those whether it’s experiences or trips or things with their family. Those are what they’re after, not necessarily the money. What are you seeing as, maybe not at an individual level but at any level, how people are taking what they’re learning from the book and applying that? Individual-level, business group level, how has it impacted people?

In a few ways. One, I get my own sense of value and reward when I hear from people both I know and don’t know. They’ll reach out and mention a particular chapter and the book is divided. The chapters each address an individual bias or principle the way that we make a money mistake. People respond and say, “That story connected with me.” Sometimes jokingly, personally we have a story about people that fall for sale prices and that is the one that most people reach out. Others do other ones are like, “That’s me. I recognize myself in that story.” That’s rewarding to me because what ends up happening is this isn’t a book that gives that Suze Orman type like, “Put 10% here. Put 3% here.” It shows you what you’re doing. What I’ve found is these individuals start seeing their own mistakes and maybe they still buy those sale items. Our hope is that gradually they start to change their behavior or if they realize it’s a big problem, they design ways of checking themselves.

It’s had the result on an individual level of people recognizing their own mistakes and maybe they didn’t see. That slowly but surely is helping them change those behaviors and recognize them as mistakes. On an organizational level, I’ve spoken to a bunch of organizations of all different sorts and it’s been likewise rewarding. Companies don’t often realize the impact of financial stress on their employees. Anybody reading this, if you have stress, whether you are arguing with your spouse or you’re worried about money or where do your kids go to school, whatever it is affects your work. You can’t think about it. If people have financial stress, it affects their work.

The book and the talks that I give and somebody’s advice that’s in there can help alleviate that stress and at least alleviate the uncertainty, which is often the biggest cause of these mistakes we make. It’s like, “We don’t know what to do. We don’t know how to value our retirement. We don’t know how to value a shirt at JCPenney’s. We don’t know how to value medicine or homes.” It seemed these decisions are hard. If we can provide some tools to not provide the answers, but at least help that difficulty it’d be a little easier, that has an immense potential to impact not just those people who are making that decision, but their family, their friends, their community, and their workplace. It’s been great to see that on an organizational level, people recognizing the value in that too.

The predominant thing people think about daily is money. There are studies out there that show that. It comes down to what is the underlying anxiety and fear? You have a much bigger perspective that sounds like what generally is happening with people, especially in the US when it comes to livelihood. It seems the more technology we have, the less it’s doing for people. Money was a primary concern many years ago. It’s still the primary concern now. Those concerns, those anxieties are irrational. Do you see a shift one way or the other in the general consensus that people have in regard to their financial well-being and what to do about it?

TWS 14 | Behavioral Economics

Behavioral Economics: Living longer past retirement is valid and important to recognize.

 

I definitely think that the attitudes towards money are changing. There’s a cultural shift and I won’t speculate on what’s the driving force. From people not working at a company for their whole career anymore, people go for seven years as the itch, to Millennials not valuing buying homes as much as they used to and owning property. To people still feeling the waves of that financial collapse in 2008 and 2009. People are looking at the accumulation of wealth as being less of a life goal. People are starting to appreciate experiences a little bit more. When I say people, I understand I’m segmenting. There are still a lot of people who live in a scarcity mindset and who are struggling to survive. To them, their psychology of money is different. They have different needs. The idea of trading off a $10,000 bonus for a $7,000 Hawaiian vacation is not in that world.

Even they face the same psychological barriers and biases. I have spoken to some groups that serve lower-income people. In their own way, these communities have already recognized these problems and try to find ways to solve them because they have to, to survive. They can’t overspend as much as people that have more income and more wealth can. That distinction aside, and I want to make that clear. I recognize that difference. It has been shifting some. I don’t know what the source is whether it’s reality TV or Trump presidency or what. The value on wealth for its own sake has diminished. That could be wishful thinking, but there’s some truth in that.

I look at over the 100 years or so we’ve delegated lots of responsibilities to the government in regard to our well-being. I would assume comes an ominous problem or challenge of Social Security or an aging generation that has insufficient resources. You as an economist looking towards the future, do you look at the demographic shifts that are occurring? Do you see some challenges that may not be evident now, but most likely coming in the future? You can speculate at the same time. If you have a lack of resources and you’re old, you’re going to want as much help as possible. If that group is powerful, then they’re going to influence policy-making and then that sets off a course of events that could even be worse. How do you look at the social demographic shifts and how it relates to what are some of the challenges people will ultimately have? How will that impact society?

We can’t change human nature, but we can understand human nature and then create systems so that we get to a better outcome. Click To Tweet

The idea that our demographic shift and growing an older population that’s living longer, therefore living longer past retirement is valid and important to recognize. For my own self and my own work, I tend to bring that back to the individual and the fact that we individually don’t plan for retirement as a basic. We don’t plan for the future. We don’t save. I don’t have the numbers handy, but there was one number American savings rate. People would have to work until they’re 82 to afford retirement and the average life expectancy is 78. We’re in the negative. It’s a matter of we don’t individually connect to our future selves. Part of the reason why there’s no self-control is because we’re not connected to like, “30-year-old Jeff doesn’t know or care about 70-year-old Jeff,” or figures, “A 30-year-old Jeff’s not going to worry about it, but 50-year-old Jeff will take care of it, and 50-year-old Jeff doesn’t either. 50-year-old’s like 60-year-old Jeff.” We don’t connect. There are certain tools out there to try to make us connect or there are cultural ways of addressing that if we choose.

In Australia for instance, I was once offered a job in Australia and they gave me a salary. On top of that was the automatic retirement savings. Let’s say it was $100,000 salary plus $12,000 into retirement. It wasn’t like it’s set up here, which is $100,000 and then we’ll take out $12,000 if you so choose. It would have been automatic on top. That’s framing and the fact that it becomes the default. If you can’t change the individual’s perspective, which I don’t believe we can change human nature. We can understand human nature and then create systems so that we get to a better outcome. That was a cultural and societal decision to do that. Is that the best approach? Is that the only approach? I don’t think so. Americans would have a hard time accepting mandatory retirement savings. That’s not in our nature to like that. Nonetheless, somewhere in the middle there in this particular issue is a solution that recognizes that if left to our own devices, we’re not going to save for our future. If forced to save for our future, we’re going to revolt.

As I was going through your book and learning more about you and exposure to Daniel Ariely. Being aware of your own behavior is one thing, being aware of others’ behavior is another. There are some common themes that are evident through your books but also history. I look at the future and there’s a tremendous opportunity because there are these ominous challenges we get. There are huge opportunities if you understand how people are going to react and behave in certain circumstances. Have an idea at least so that you can position whether it’s a business or a technology or some service that would help in those circumstances. As I look at PeopleScience, it’s understanding people value to figure out ways to provide value to people. Provide some service that’s going to help them.

TWS 14 | Behavioral Economics

Behavioral Economics: Left to our own devices, most people develop that sense of apathy that leave them not doing anything.

 

I would agree with the caveat in the way you described it makes it sound a lot easier than it is in practice. This I bring up because it is one of the challenges facing the field is there are people that think, I’m not saying this is what you’re expressing, but people think it’s off the rack solutions. In order to apply this stuff, it’s common and text-driven. It’s a certain designed nudge that works. Let’s say even specific works for Toyota dealers that nudge probably won’t work for high-end BMW dealers. It’s these little tweaks and yes to the point that if you understand human behavior and you understand the context, you can find a solution. It’s going to provide value to all the stakeholders, but the process isn’t as easy as snapping your fingers. The process still requires that experimentation and the deep understanding of both the science, the industry and the field. There’s great promise in there. It’s hard work but yes, the potential outcome and potential impact are great.

The general awareness of people is increasing because our interconnectivity has magnified. People’s tastes are going to change. Tendencies and preferences are going to change over time. There are many variables, but ultimately if you understand more of how people operate. It gives you an opportunity to provide value in those circumstances. I’m curious, fascinated by your inner working with Daniel Ariely, having direct access, writing a book with him, picking his brain. I’m assuming there’s probably conflict in some of the stuff you wanted to write about and what he had said was incorrect or had another opinion about. Could you describe your experience with Daniel Ariely and what you’ve learned from him that was in the book, but maybe some other context as well?

The biggest problem with working with Dan Ariely was that he was not a problem at all. He’s great and giving and kind. The writing process took a long time because we had conversations. He gave me a bunch of research and a bunch of ideas. He gave it to me and said, “Go write this. Give a pass and then we’ll go through it.” In some ways, I probably would’ve worked better if he was a lot meaner and didn’t put it all. When I wrote the book about cheating, I essentially created this field of cheating and therefore became the leading thinker in it. My writing process involves me puffing myself up and being like, “I’m the greatest. What I say is personal.” I could write with confidence.

When I was writing about a field where I knew there were experts who knew ten billion times more than me and I was writing with one of them, it became hard to write that confidence. The biggest problem with writing the book was my own confidence in getting the ball rolling as a creative person. I tongue in cheek say that’s Dan’s fault because he believed in me. Once I got over that hump, we didn’t have a lot of conflicts. Moving things around, what’s emphasized, I relied on him to make sure that what I was saying about the science was accurate. That was his decision too. There was one joke that he nixed that I’m glad he nixed because I knew we shouldn’t do it anyway.

We went through four different formats of the book. At one point it was like, “Let’s write half the book as a story of a family, then go back and analyze it.” I wrote one version. I didn’t get too far but I wrote enough of it that was awesome but never held together. Basically, the book was going to be a conversation between God and the devil. On the one hand, God is the good side and the devil is the temptation and it affects our decision making. There was no way I was going to make this work, but it was a great try. Working with Dan was great both in leading up to it and in the process. Next to the word mensch in the dictionary should be his picture. He’s smart.

The more we're aware of our tendencies in how we behave, the more we're going to help each other. Click To Tweet

We’ve all had moments of extreme lucidity and clarity where anything that comes to us, we know how to respond. We can speak clearly and distinctively. We can go on a five-minute tangent and pull it back to where we were. We had those moments. Dan seems to always be like that. It is incredibly impressive. He has a fascinating life story that your audience should check out, how he came into this. In short, he was burned over a lot of his body and then he observed the way that his nurses treated his wounds. He’s a fascinating guy and it’s been great working with him. We’ve done a few things since then and it’s been a pleasure.

What I’m picking up on, he tells the story in Predictably Irrational about his burns. I love hearing him speak. There’s so much you can detect by the way you feel about what he says, his personality and what he’s talking about. It sounds like you went in with a high bar and an environment where you wanted to write accurate but also write something that he puts his stamp on. Sometimes that environment elevates our performance or what we’re able to do as far as output is concerned. We’ve had a lot of putting yourself in an environment that forces you to expand.

Left to our own devices, most people have that sense of apathy so that they won’t do anything, but if they’re put in a situation where they’re forced to do it and either perform or not. I look at how fascinating, how amazing the understanding of human behavior, how people think, what they’re thinking about and what drives them is becoming more evident. Now you have a lot of empirical science around it as far as being able to measure the stimulus and responses. He does tons of those different experiments or case studies. In the end, money is still the predominant issue that people are having whether it’s worse, whether it’s breaking up relationships, business failure. It comes down to how people are thinking, how they’re behaving. This science is powerful and kudos to you for taking on Editor-In-Chief of PeopleScience. The more we’re aware of each other and our tendencies in how we behave, the more we’re going to help each other. I’ll leave you with the final word on what you’re doing as far as PeopleScience is concerned. What are you up to next? What’s motivating now? What is the mission and so forth?

I would certainly invite everyone to check out PeopleScience, a newsletter if you want to get bothered once every couple of weeks. It’s a place where I’m trying to make this stuff accessible and help people think about how it applies to their lives, their work, and their organizations. I don’t know the answers and even the academics recognize that their highly refined research doesn’t apply to everything. It is a powerful tool. It’s not the only tool we should use to affect change in our lives, society and work, but it’s an effective one. To understand how people are and how we make decisions. Our emotion plays into many things, even when we deny it. Financial advisors, there should just be numbers but there’s emotion there. That’s okay. That’s good. That’s what makes us beautiful creatures and not machines. The more we recognize that, the better we’ll be. My standard line is, I don’t think we can change human nature but we can understand human nature so that we can make our environment, society and systems work for us instead of work against us.

Jeff, you’re doing great work. Thank you so much. Thanks for writing your books. Go to PeopleScience.com, JeffKreisler.com. If you’re doing some comedic stuff, I’m sure you post stuff on social media. Jeff, it was awesome to have you on. Thank you so much for your time and best of luck with everything.

Thank you so much.

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About Jeff Kreisler

TWS 14 | Behavioral Economics

Jeff Kreisler is just a typical Princeton educated lawyer turned author, speaker, pundit, comedian and advocate for behavioral science. He uses humor & research to understand, explain and change the world.

Winner of the Bill Hicks Spirit Award for Thought Provoking Comedy, he runs PeopleScience.com, writes for TV, politicians & CEOs, shares witty insight on CNN, FoxNews, MSNBC & SiriusXM and tours most of this planet.

Jeff specializes in politics, money and other human encounters.

 

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