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‘I’ll have what she’s having’ – how and why we copy the choices of others
The choice of flavor may be up to you, but the number of scoops will depend on your friends.
Imagine you're dining out at a casual restaurant with some friends. After looking over the menu, you decide to order the steak. But then, after a dinner companion orders a salad for their main course, you declare: “I'll have the salad too."
This kind of situation – making choices that you probably otherwise wouldn't make were you alone – probably happens more often than you think in a wide variety of settings, from eating out to shopping and even donating to charity. And it's not just a matter of you suddenly realizing the salad sounds more appetizing.
Prior research has shown people have a tendency to mimic the choices and behaviors of others. But other work suggests people also want to do the exact opposite to signal their uniqueness in a group by making a different choice from others.
As scholars who examine consumer behavior, we wanted to resolve this discrepancy: What makes people more likely to copy others' behavior, and what leads them to do their own thing?
A social signal
We developed a theory that how and why people match or mimic others' choices depends a lot on the attributes of the thing being selected.
Choices have what we call “ordinal" attributes that can be ranked objectively – such as size or price – as well as “nominal" attributes that are not as easily ranked – such as flavor or shape. We hypothesized that ordinal attributes have more social influence, alerting others to what may be seen as “appropriate" in a given context.
Nominal attributes, on the other hand, would seem to be understood as a reflection of one's personal preferences.
So we performed 11 studies to test our theory.
Size may be social, but flavor remains a personal choice.
One scoop or two
In one study conducted with 190 undergraduate students, we told participants that they were on their way to an ice cream parlor with a friend to get a cone. We then told our would-be ice cream consumers that their companion was getting either one scoop of vanilla, one scoop of chocolate, two scoops of vanilla or two scoops of chocolate. We then asked participants what they wanted to order.
We found that people were much more likely to order the same size as their companion but not the same flavor.
The participants seemed to interpret the number of scoops the companion ordered as an indication of what's appropriate. For example, ordering two scoops might signal "permission" to indulge or seem the more financially savvy – if less healthy – choice, since it usually costs only marginally more than one. Or a single scoop might suggest "let's enjoy some ice cream – but not too much."
The choice of chocolate or vanilla, on the other hand, is readily understood as a personal preference and thus signals nothing about which is better or more appropriate. I like vanilla, you like chocolate – everyone's happy.
We also asked participants to rate how important avoiding social discomfort was in their decision. Those who ordered the same number of scoops as their companion rated it as more important than those who picked a different amount.
Examining other contexts
In the other studies, we replicated our results using different products, in various settings and with a variety of ordinal and nominal attributes.
For example, in another experiment, we gave participants US$1 to buy one of four granola bars from a mock store we set up inside the University of Pittsburgh's Katz/CBA Business Research Center. As the ordinal attribute, we used brand prestige: They could pick either a more expensive well-known national brand or a cheaper one sold by a grocery store under its own label. Our nominal attribute was chocolate or peanut butter.
Before making the choice, a "store employee" stationed behind the checkout register told participants she or he had tested out a granola bar, randomly specifying one of the four – without saying anything about how it tasted. We rotated which granola bar the employee mentioned every hour during the five-day experiment.
Similar to the ice cream study, participants tended to choose the brand that the employee said he or she had chosen – whether it was the cheaper or pricier one – but ignored the suggested flavor.
Moving away from food, we also examined influences on charitable donations. In this study, we recruited online participants who were paid for their time. In addition, we gave each participant 50 cents to either keep or donate to charity.
If they chose to donate the money, they could give all of it or half to a charity focused on saving either elephants or polar bears. Before they made their choice, we told them what another participant had supposedly decided to do with their money – randomly based on one of the four possibilities.
The results were the same as in all our other studies, including ones we conducted involving different brands and shapes of pasta and varieties and taste profiles of wine. People matched the ordinal attribute – in this case the amount – but paid little heed to the nominal attribute – the chosen charity – which remained a personal preference.
These kinds of social cues regarding others' choices are everywhere, from face-to-face interactions with friends to online tweets or Instagram posts, making it difficult to escape the influence of what others do on our own consumption choices.
And if we believe we're making our companions feel more comfortable while still choosing something we like, what's the harm in that?
Kelly L. Haws, Associate Professor of Marketing, Vanderbilt University; Brent McFerran, W. J. Van Duse Associate Professor, Marketing, Simon Fraser University, and Peggy Liu, Assistant Professor of Business Administration, University of Pittsburgh
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Why do so many people encounter beings after smoking large doses of DMT?
- DMT is arguably the most powerful psychedelic drug on the planet, capable of producing intense hallucinations.
- Researchers recently surveyed more than 2,000 DMT users about their encounters with 'entities' while tripping, finding that respondents often considered these strange encounters to be positive and meaningful.
- The majority of respondents believed the beings they encountered were not hallucinations.
What are DMT beings?<p>Do DMT entities actually exist in some other dimension, or are they hallucinations that the brain generates when its visual processing system is overwhelmed by a powerful tryptamine?<br></p><p>The late American ethnobotanist Terence McKenna believed that DMT beings — which he called "machine elves" — were real. Here's how he once <a href="https://www.ranker.com/list/dmt-machine-elves-facts/inigo-gonzalez" target="_blank">described</a> one of his DMT experiences:</p><p style="margin-left: 20px;">"I sank to the floor. I [experienced] this hallucination of tumbling forward into these fractal geometric spaces made of light and then I found myself in the equivalent of the Pope's private chapel and there were insect elf machines proffering strange little tablets with strange writing on them, and I was aghast, completely appalled, because [in] a matter of seconds... my entire expectation of the nature of the world was just being shredded in front of me. I've never actually gotten over it.</p><p style="margin-left: 20px;">These self-transforming machine elf creatures were speaking in a colored language which condensed into rotating machines that were like Fabergé eggs but crafted out of luminescent superconducting ceramics and liquid crystal gels. All this stuff was just so weird and so alien and so un-English-able that it was a complete shock — I mean, the literal turning inside out of [my] intellectual universe!"</p><p>McKenna believed machine elves exist in alternate realities, which form a "<a href="https://www.irishtimes.com/culture/books/old-favourites-the-archaic-revival-1991-by-terence-mckenna-1.3924887" target="_blank">raging universe of active intelligence that is transhuman, hyperdimensional, and extremely alien.</a>" But he was far from the first to believe that DMT is a doorway to other realms.</p><p>Indigenous peoples of the Amazon basin have used ayahuasca in religious ceremonies for centuries, though no one is quite sure when they first started experimenting with the psychedelic brew. The Jibaro people of the Ecuadorian rainforest believed ayahuasca allowed regular people, not just shamans, to <a href="https://atrium.lib.uoguelph.ca/xmlui/bitstream/handle/10214/17902/RichardsonG_202004_HonThesis.pdf?sequence=3" target="_blank">speak directly to the gods</a>. The 19th-century Ecuadorian geographer Villavicencio wrote of other Amazonian shamans who used ahaysuca (known as the "vine of the dead") to contact spirits and foresee enemy battle plans.</p><p>In the West, research on DMT experiences has been sparse yet interesting. The psychiatrist Rick Strassman conducted some of the first human DMT trials at the University of New Mexico in the early 1990s. He found that <a href="https://www.erowid.org/chemicals/dmt/dmt_article3.shtml" target="_blank">"at least half"</a> of his research subjects had encountered some form of entity after taking DMT.</p><p style="margin-left: 20px;">"I was neither intellectually nor emotionally prepared for the frequency with which contact with beings occurred in our studies, nor the often utterly bizarre nature of these experiences," Strassman wrote in his book "DMT The Spirit Molecule".</p>
Manuel Medir / Getty<p style="margin-left: 20px;">"Whenever I tried to pull any information out of the entities regarding themselves, the data that was given up was always relevant only to me. The elves could not give me any piece of data I did not already know, nor could their existence be sustained under any kind of prolonged scrutiny."</p><p>It's also worth noting that not all people who smoke DMT see beings, and that some see beings that look <a href="https://www.erowid.org/chemicals/dmt/dmt_article3.shtml" target="_blank">nothing like elves or aliens</a>. The diversity of these reports seems to count against the argument that DMT beings exist in some objective alternate reality.</p><p>In other words, if DMT beings exist in some other dimension, shouldn't they appear the same to anyone who visits that dimension? Or do the beings assume a different appearance based on who's looking? Or are there many types of beings in the DMT universe, but most look like elves? </p><p>You might start seeing elves just trying to sort this stuff out.</p><p>Ultimately, nobody knows exactly why DMT beings take the forms they do, or whether they're just figments of overstimulated imaginations. And the answers might be beside the point. </p><p>In the recent survey, 60 percent of participants said their encounter with DMT beings "produced a desirable alteration in their conception of reality whereas only 1% indicated an undesirable alteration in their conception of reality."</p><p>DMT beings may be nothing more than projections of the subconscious mind. But these bizarre encounters do help some people find real meaning, whether it's through personal revelation or the raw power of ontological shock.</p>
A report from the New York Times raises questions over how the teletherapy startup Talkspace handles user data.
- In the report, several former employees said that "individual users' anonymized conversations were routinely reviewed and mined for insights."
- Talkspace denied using user data for marketing purposes, though it acknowledged that it looks at client transcripts to improve its services.
- It's still unclear whether teletherapy is as effective as traditional therapy.
Talkspace.com<p>Former employees also questioned the legitimacy of certain interventions by the company into client-therapist interactions. For example, after one therapist sent a client a link to an online anxiety worksheet, a company representative instructed her to try to keep clients inside the app.</p><p style="margin-left: 20px;">"I was like, 'How do you know I did that?'" Karissa Brennan, a therapist who worked with Talkspace from 2015 to 2017, told the Times. "They said it was private, but it wasn't."</p><p>Other former employees said the company would pay special attention to its "enterprise partner" clients, who worked at companies like Google. One therapist said Talkspace contacted her for taking too long to respond to Google clients.</p><p>Talkspace responded to the Times with a Medium <a href="https://medium.com/@founders_22883/talkspace-founders-respond-to-a-new-york-times-article-78d6f5c45c59" target="_blank">post</a>, which claimed the Times report contained false and "uninformed assertions."</p><p style="margin-left: 20px;">"Talkspace is a HIPAA/HITECH and SOC2 approved platform, audited annually by external vendors, and has deployed additional technologies to keep its data safe, exceeding all existing regulatory requirements," the post states.</p>
HIPAA concerns<p>However, if the claims in the Times report are true, Talkspace may have violated the <a href="https://www.hhs.gov/sites/default/files//hipaa-privacy-rule-and-sharing-info-related-to-mental-health.pdf" target="_blank">Health Insurance Portability and Accountability Act (HIPAA) Privacy Rule</a>, which prohibits providers from disclosing patients' medical data for marketing purposes, unless the patient gives <a href="https://www.hhs.gov/hipaa/for-individuals/guidance-materials-for-consumers/index.html" target="_blank">authorization</a>.</p><p style="margin-left: 20px;">"If it is true that Talkspace used information from private therapy sessions for marketing purposes, that is a clear violation of trust with their customers," Hayley Tsukayama, Legislative Activist from the Electronic Frontier Foundation, told <a href="https://www.salon.com/2020/08/10/therapy-app-talkspace-allegedly-data-mined-patients-conversations-with-therapists/" target="_blank">Salon</a>. "All companies should be very clear with their customers about how they use personal information, make sure that they don't use information in ways that consumers don't expect, and give them the opportunity to withdraw consent for those purposes on an ongoing basis. Talkspace trades on its trustworthiness and mentions privacy frequently in its ad campaigns. Its actions should be in line with its promises."</p><p>(It's also worth noting that Talkspace recently threatened legal action against a security researcher who wrote a blog post outlining the potential discovery of a bug that allowed him to get a year's subscription for free. A report from <a href="https://techcrunch.com/2020/03/09/talkspace-cease-desist/" target="_blank" rel="dofollow">TechCrunch</a> notes that Talkspace rejected the findings, and that the company does not offer a way for researchers to submit potential security bugs.) </p><p>Beyond privacy concerns, the report also raises questions about the efficacy of teletherapy, especially within a corporate model.</p><p style="margin-left: 20px;">"The app-ification of mental health care has real problems," Hannah Zeavin, a lecturer at the University of California and author of an upcoming book on teletherapy, told the <a href="https://www.nytimes.com/2020/08/07/technology/talkspace.html" target="_blank" rel="noopener noreferrer dofollow">Times</a>. "These are corporate platforms first. And they offer therapy second."</p><p>The main problem with judging the efficacy of teletherapy is the lack of solid research — it's too new to comprehensively compare it with in-person therapy. Still, some <a href="https://www.theraplatform.com/blog/284/is-telemental-health-effective-how-does-it-measure-up" target="_blank" rel="noopener noreferrer dofollow">studies</a> suggest it could be useful for at-risk populations, or for people in the wake of a disaster.</p>
'It's just not therapy'<p>But others remain skeptical.</p><p style="margin-left: 20px;">"Maybe [teletherapy] products and services are helpful to certain people," <a href="https://www.nytimes.com/2020/08/07/technology/talkspace.html" target="_blank">said</a> Linda Michaels, a founder of the Psychotherapy Action Network, a therapists advocacy group. "But it's just not therapy."</p><p>Proper therapy or not, it's worth considering how platforms like Talkspace use — and possibly even depend on — user data. In a 2019 <a href="https://www.nytimes.com/2019/10/02/opinion/health-care-data-privacy.html" target="_blank" rel="dofollow">opinion piece published in the Times</a>, Talkspace co-founder Oren Frank wrote:</p><p style="margin-left: 20px;">"The vast amount of information each of us possesses is far too important to be left under the control of just a few entities — private or public. We can think of our health care data as a contribution to the public good and equalize its availability to scientists and researchers across disciplines, like open source code. From there, imagine better predictive models that will in turn allow better and earlier diagnoses, and eventually better treatments.</p><p style="margin-left: 20px;">Your health care data could help people who are, at least in some medical aspects, very similar to you. It might even save their lives. The right thing to do with your data is not to guard it, but to share it."</p><p>Would you?</p>
Viewing art that doesn't look like anything makes your brain take extra steps to try and get it.
- A new study finds that viewing modern art causes real cognitive changes in the viewer.
- Abstract art causes the viewer to place more psychological distance between themselves and the art than with more typical works.
- Exactly how this works is not yet known.