The Upside of Irrationality.

The Upside of Irrationality.

by Dan Ariely. 2010

 

저자의 혜안이 돋보이는 책. 이 사람은 시쳇말로 ‘도사‘다. 그의 착목에 100%동의한다.

 

독료한 지 며칠 지나선지 벌써 내용이 아득해졌다. (fxxx!) 눈알 튀어 나오도록 열심히 읽어놓고 이게 뭐냐, 이 돌대가리!

 

목차부터 다시.

 

p9 I like the term “human-incompatible technologies”, and they are everywhere...The perspective of human nature may seem a bit depressing on the surface, but it dosn’t have to be. Behavioral economists want to understand human faility and to find more compassionate, realistic, and effective ways for people to avoid temptation, exert more self-control, and ultimately reach their long-term goals.

 

Part 1

Chapter 1 Paying more for less

Why big bonus don’t always work

p36

To summarize, using money to motivate people can be a double-edged sword. For tasks that require cognitive ability, low to moderate performance-based incentives can help.But when the incentive level is very high, it can command too much attention and thereby distract the person’s mind with thoughts about the reward. This can create stress and ultimately rwduce the level of performance.

 

p51

a better approach might be to keep the motivating element of performance –based payment but eliminate some of the nonproductive stress it creates.

 

 

 

 

 

Chapter 2 The meaning of labor

What legos can teach us about the joy of work

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.. the finding that many animals prefer to earn food rather than simply eating identical but freely accessible food.

 

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As long as we are doing something that is somewhat connected to our self-image, it can fuel our motivation and get us to work much harder.

 

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the translation of joy into willingness to work seems to defend to a large degree on how much meaning we can attribute to our own labor.

 

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The experiment taught us that sucking the meaning out of work is surprisingly easy..... destroy their work in fron of their eyes... on the other hand, if you want to motivate people working with you and for you, it would be useful to pay attention to them, their effort, and the fruits of their labor.

 

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from the perspective, division of labor, in my mind, is one of the dangers of work-based technology... in so doing, companies run the risk of taking away employees’ sense of big picture, purpose, and sens of completion.

Chapter 3 The Ikea effect

Why we overvalue what we make

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Pride of creation and ownership runs deep in human beings.

 

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..increase in effort can result in an increase in value across many different domains.

 

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The result of this exprement suggest that th effort involved in the building process is crucial ingredient in the process of falling in love with our own creations.

 

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{episide of ‘The Ransom of Red Chief’}

.... Finally the father offers to take the child back if the kidnappers pay him $250...

 

Chaper 4 The not invented here bias

Why my ideas are better than yours

 

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if something wasn’t invented at Sony, they wanted nothing to do with it.

 

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... the process of falling in love with our own ideas may lead to fixation. once we are addicted to our own ideas, it is less likely that we will be flexible when necessary..

 

 

 

Chapter 5 The case for revenge

What makes us seek justie?

 

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Revenge is one of the deepest-seated instincts we have.

 

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...in fact I’m the dark-souled, vengefultype who would chase you to the ends of the earth...

 

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... according to the PET scan, it looked as thoigh the decision to punish others was related to a feeling of pleasure.

 

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Revenge and trust are in fact, opposite sides of the same coin.

 

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Trusting societies have tremendous benefits over nontrusting societies...

 

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We have learned that even relatively simple transgressions can ignite the instinct for revenge.

 

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The Power of Apologies

 

 

 

Part 2

Chapter 6 on Adaptation

Why we get used to things

 

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A substantial amount of research over the past decade has reinforced the idea that although internal happiness can deviate from its “resting state” in reaction to life events, it usually return towards its baseline over time.

 

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in the long term, we don’t end up being as happy as we thought we’d be when good things happen to us, and we are not as sad as we expect when bad things occur.

 

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we are much more resilient than we think we are when it comes to getting over a broken heart.

 

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The bottom line: even if you feel strongly about something in the short term, in the long term things will probably not leave you as ecstatic or as miserable as you expect.

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The lesson here is to slow down pleasure.

 

Chapter 7 Hot or not?

Adaptation. Assortive mating and the beauty market.

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As part of my campaign, I promised myself that my actions and decisions would be directed by my mind alone and not by my body.

 

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The sour grapes concept derived from this tale is the idea that we tend to scorn that which we cannot have.

 

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In the end, we all have to make peace with who we are and what we have to offer, and ultimately, adapting and adjusting well are key to being happier.

 

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..... in the process increasing our love of the person who is behind the mask of tjeir face ad body...

 

 

 

Chapter 8 When a market fails

An example from online dating

 

Chapter 9 on empathy and emotion

Why we respond to one person who needs help

but not to many

p238

Joseph Stalin when he said, “ one man’s death is a tragedy, but a million deaths is a statistic.”

 

 

Chapter 10 The long term effects of short-term emotions

Why we shouldn’t act on our negative feelings

 

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This is why common wisdom tells us to “sleep on it”, “count to ten” and “wait till you’ve cooled off” before making a decision.

 

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That way, the effects of the initial emotion end up influencing a long string of your decisions.

 

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It turns out that emotion easily affects decisions and that this can happen even when the emotions have nothing to do with the decisions themselves.

 

 

 

Chapter 11 Lessons from our irrationalities

Why we need to test everything

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Ego,We- and by that I mean You, Me, companies, and policy makers- need to doubt out intuitions. If we keep following our gut and common wisdom or dog what is easiest or most habitual just because... we will continue make mistakes... But if we learn to question ourselves and test our beliefs, we might actually discover when and how we are wrong and improve the ways we love, live, work, innovate, manage, and govern.

 

멋진 책이다.

흥미진진, 유익.

 

2013년 10월 겨울초입-

바람은 조금 더 날카로워지고, 가로수 이파리들은 집단공포에 떨고 있다

수제비 반죽에 프리마를 조금 넣으면 더 맛이 난다고 한다.

鎭