The Upside of Irrationality: The Unexpected Benefits of Defying Logic at Work and at Home. Dan Ariely

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СКАЧАТЬ to tell you something,” he said. “A few weeks ago, I had an experience that made me think back to our behavioral economics class.”

      He told me that earlier that year he’d spent ten weeks on a presentation for a forthcoming merger. He had worked very hard on analyzing data, making beautiful plots and projections, and he had often stayed in the office past midnight polishing his PowerPoint presentation (what did bankers and consultants do before PowerPoint?). He was delighted with the outcome and happily e-mailed the presentation to his boss, who was going to make the presentation at the all-important merger meeting. (David was too low in the hierarchy to actually attend the meeting.)

      His boss e-mailed him back a few hours later: “Sorry, David, but just yesterday we learned that the deal is off. I did look at your presentation, and it is an impressive and fine piece of work. Well done.” David realized that his presentation would never see the light of day but that this was nothing personal. He understood that his work shone, because his boss was not the kind of person who gave undeserved compliments. Yet, despite the commendation, he was distraught with the outcome. The fact that all his effort had served no ultimate purpose created a deep rift between him and his job. All of a sudden he didn’t care as much about the project in which he had invested so many hours. He also found that he didn’t care as much about other projects he was working on either. In fact, this “work to no end” experience seemed to have colored David’s overall approach to his job and his attitude toward the bank. He’d quickly gone from feeling useful and happy in his work to feeling dissatisfied and that his efforts were futile.

      “You know what’s strange?” David added. “I worked hard, produced a high-quality presentation, and my boss was clearly happy with me and my work. I am sure that I will get very positive reviews for my efforts on this project and probably a raise at the end of the year. So, from a functional point of view, I should be happy. At the same time, I can’t shake the feeling that my work has no meaning. What if the project I’m working on now gets canceled the day before it’s due and my work is deleted again without ever being used?”

      Then he offered me the following thought experiment. “Imagine,” he said in a low, sad voice, “that you work for some company and your task is to create PowerPoint slides. Every time you finish, someone takes the slides you’ve just made and deletes them. As you do this, you get paid well and enjoy great fringe benefits. There is even someone who does your laundry. How happy would you be to work in such a place?”

      I felt sorry for David, and in an attempt to comfort him, I told him a story about my friend Devra, who worked as an editor at one of the major university presses. She had recently finished editing a history book—work she had enjoyed doing and for which she had been paid. Three weeks after she submitted the final manuscript to the publishing house, the head editor decided not to print it. As was the case with David, everything was fine from a functional point of view, but the fact that no readers would ever hold the book in their hands made her regret the time and care she had put into editing it. I was hoping to show David that he was not alone. After a minute of silence he said, “You know what? I think there might be a bigger issue around this. Something about useless or unrequited work. You should study it.”

      It was a great idea, and in a moment, I’ll tell you what I did with it. But before we do that, let’s take a detour into the worlds of a parrot, a rat, and contrafreeloading.

      Will Work for Food

      When I was sixteen, I joined the Israeli Civil Guard. I learned to shoot a World War II–era Russian carbine rifle, set up roadblocks, and perform other useful tasks in case the adult men were at war and we youth were left to protect the home front. As it turned out, the main benefit of learning how to shoot was that from time to time it excused me from school. In those years in Israel, every time a high school class went on a trip, a student who knew how to use a rifle was asked to join it as a guard. Since this duty also meant substituting a few days of classes with hiking and enjoying the countryside, I was always willing to volunteer, even if I had to give up an exam for the call of duty.^*

      On one of these trips I met a girl, and by the end of the trip I had a crush on her. Unfortunately, she was one class behind me in school and our schedules did not coincide, making it difficult for me to see her and learn whether she felt the same about me. So I did what any moderately resourceful teenager would do: I discovered an extracurricular interest of hers and made it mine as well.

      About a mile from our town lived a guy we called “Birdman” who had endured a miserable and lonely childhood in Eastern Europe during the Holocaust. Hiding from the Nazis in the forest, he found much comfort in the animals and birds around him. After he eventually made it to Israel, he decided to try to make the childhood of the kids around him much better than his, so he collected birds from all over the globe and invited children to come and experience the wonders of the avian world. The girl I liked used to volunteer in the Birdman’s aviary, and so I joined her in cleaning cages, feeding the birds, telling visitors stories about them, and—most amazingly—watching the birds hatch, grow, and interact with one another and the visitors. After a few months, it became clear that the girl and I had no future but the birds and I did, so I continued to volunteer for a while.

      Some years later, after my main hospitalization period, I decided to get a parrot. I selected a relatively large, highly intelligent Mealy Amazon parrot and named her Jean Paul. (For some reason, I decided that female parrots should have French male names.) She was a handsome bird; her feathers were mostly green with some light blue, yellow, and red at the tips of her wings, and we had lots of fun together. Jean Paul loved talking and flirting with nearly everyone who happened by her cage. She would come near me to be petted any time I passed her cage, bowing her head very low and exposing the back of her neck, and I would try to produce baby talk as I ruffled the feathers on her neck. Whenever I took a shower, she would perch in the bathroom and twitch happily when I splashed water drops at her.

      Jean Paul was intensely social. Left alone in her cage for too long, she would pluck at her own feathers, something she did when she was bored. As I discovered, parrots have a particularly acute need to engage in mental activity, so I invested in several toys specifically designed to preclude parrot boredom. One such puzzle, called SeekaTreat, was a stack of multicolored wooden tiers of decreasing size that form a kind of pyramid. Made of wood, the tiers were connected through the center with a cord. Within each tier, there were half-inch-deep “treat wells” designed to hold tasty parrot treats. To get at the food, Jean Paul had to lift each tier and uncover the treat, which was not very easy to do. Over the years, the SeekaTreat and other toys like it kept Jean Paul happy, curious, and interested in her environment.

      

      THOUGH I DIDN’T know it at the time, there was an important concept behind the SeekaTreat. “Contrafreeloading,” a term coined by the animal psychologist Glen Jensen, refers to the finding that many animals prefer to earn food rather than simply eating identical but freely accessible food.

      To better understand the joy of working for food, let’s go back to the 1960s when Jensen first took adult male albino rats and tested their appetite for labor. Imagine that you are a rat participating in Jensen’s study. You and your little rodent friends start out living an average life in an average cluster of cages, and every day, for ten days, a nice man in a white lab coat gives you 10 grams of finely ground Purina lab crackers precisely at noon (you don’t know it’s noon, but you eventually pick up on the general time). After a few days of this pattern, you learn to expect food at noon every day, and your rat tummy begins rumbling right before the nice man shows up—exactly the state Jensen wants you in.

      Once your body is conditioned to eating crackers at noon, things suddenly change. Instead of feeding you at the time of your maximal hunger, you have to wait another hour, and at one o’clock, the man picks you СКАЧАТЬ