How do we make choices? Duncan J. Watts, professor of sociology at Columbia University, has theorized it this way:
Conventional marketing wisdom holds that predicting success in cultural markets is mostly a matter of anticipating the preferences of the millions of individual people who participate in them […]
The common-sense view, however, makes a big assumption: that when people make decisions about what they like, they do so independently of one another. But people almost never make decisions independently — in part because the world abounds with so many choices that we have little hope of ever finding what we want on our own; in part because we are never really sure what we want anyway; and in part because what we often want is not so much to experience the “best” of everything as it is to experience the same things as other people and thereby also experience the benefits of sharing.
In other words, we allow outside influences to affect our decisions because:
- we have too many choices
- we really don’t know what we want
- our need to share with others
During the few days, we will explore in more detail these three dilemmas of choices.
Happy Tuesday everyone!