Gilbert did a series of studies on undergraduates at Harvard that involved two potato chip scenarios. Subjects in group A were presented with a bag of potato chips and a chocolate bar, both of which they were going to eat. Subjects in group B were presented with a bag of potato chips and a tin of sardines. Asked to rate how yummy the potato chips would be, subjects in group A said "so so." Subjects in group B said, "wow totally yummy." (I'm paraphrasing.)
But when they ate the chips, all the subjects reported enjoying them as much as they always enjoy chips. These Harvard students had made an affective forecasting mistake. They'd overestimated how yummy the chips would be when in the presence of sardines and underestimated how yummy they would be when in the presence of chocolate. Neither prediction accurately described how they felt when ultimately eating the chips.
Mere om endnu en grund til ikke at tro på selvbeskrivelser. Posted by Claus at February 19, 2008 12:47 AM | TrackBack (0)