According to behavioural economic theory, there's a little Homer Simpson in everyone – that is, when Mr. Spock isn't in the building. This may explain why, even when people promise to adhere to their plan of eating less sweets, exercising more, practising safe sex or saving money, they fall short. Apparently, while in a rational planning state, it is highly possible to completely underestimate how one will respond when passions are involved.
Behavioural Economics Research into the Power of Passion
In a study carried out at Berkeley by behavioural economist Dan Ariely, young, heterosexual males were asked questions in relation to their sexual behaviour and beliefs. They were required to respond to questions such as:
- Would you encourage your date to drink to increase the chance that she would have sex with you?
- Would you keep trying to have sex after your date says "no"?
- Would you use a condom even if you were afraid that a woman might change her mind while you went to get it? AND just to keep it interesting -
- Can you imagine getting sexually excited by an animal?
In the first instance, the participants were asked these questions whilst only imagining what they would do when they were in an aroused state. During the next stage of the experiment, the students were asked to answer the questions again, this time while privately viewing pornography.
The most important question was this: Did these students respond any differently during the two scenarios? According to Ariely, they did and the difference in responses was marked.
Ariely explained, "Our experiment at Berkeley revealed not just the old story that we are all like Jekyll and Hyde, but also something new – that every one of us, regardless of how 'good' we are, under-predicts the effect of passion on our behavior." He then goes on to say, "It is not just that people make wrong predictions about themselves – their predictions are wrong by a large margin."
Jekyll and Hyde Meets Homer and Mr Spock
While sexual arousal might be a particularly telling place to start when highlighting the age-old internal struggle, the truth is that there is much to be tempted by and the disappointment which comes with a loss of self-control can be debilitating.
Thaler and Sustein, while not in a Jekyll and Hyde frame of mind, favour Homer Simpson and Mr. Spock characters to illustrate a similar point to Ariely's. They explain it this way: "Self-control problems can be illuminated by thinking about an individual as containing two semiautonomous selves, a far-sighted 'Planner' and a myopic 'Doer.'"
These behavioural economists suggest the 'Planner' (Mr. Spock) is that part of a person, which has the individual's best interests at heart, while the 'Doer' (Homer) is not so directed and has a tendency to come across as a strong-willed good-time-Charlie.
However, before this dualism is discounted, there is a new field of study called neuroeconomics, which has discovered through imaging equipment that some parts of the brain are easily tempted, while others are engaged in helping to resist temptation. Thaler and Sustein say, "Sometimes the two parts of the brain can be in severe conflict--a kind of battle that one or the other is bound to lose."
Understanding Passionate States and their Effects on the Decision Making Process
Recognising that people respond differently in heightened emotional states, in spite of their promises, is an age-old source of internal struggle and cannot be considered new and revolutionary. However, understanding that resisting temptation is difficult for everyone puts a new slant on any of the "Just say 'no'" campaigns which have ever been run to reduce incidences of regrettable behaviour.
What behavioural economists have discovered is that people can't leave it to the Homer within. Carry that condom, put aside those savings so they can't be easily spent, don't go shopping when a little down and while that shiny red sports car and do allow for a cooling-off period.
Gabrielle Pollock - I have worked as a freelance feature writer for over twenty years in a broad range of fields, including health, business, parenting, ...
