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May 1, 2012

NON COGITO, ERGO SUM

More Intelligent Life, via Brian S. Hall:

A fundamental paradox of human psychology is that thinking can be bad for us. When we follow our own thoughts too closely, we can lose our bearings, as our inner chatter drowns out common sense. A study of shopping behaviour found that the less information people were given about a brand of jam, the better the choice they made. When offered details of ingredients, they got befuddled by their options and ended up choosing a jam they didn't like.

If a rat is faced with a puzzle in which food is placed on its left 60% of the time and on the right 40% of the time, it will quickly deduce that the left side is more rewarding, and head there every time, thus achieving a 60% success rate. Young children adopt the same strategy. When Yale undergraduates play the game, they try to figure out some underlying pattern, and end up doing worse than the rat or the child. We really can be too clever for our own good.

By allowing ourselves to listen to our (better) instincts, we can tap into a kind of compressed wisdom. The psychologist Gerd Gigerenzer argues that much of our behaviour is based on deceptively sophisticated rules-of-thumb, or "heuristics". A robot programmed to chase and catch a ball would need to compute a series of complex differential equations to track the ball's trajectory. But baseball players do so by instinctively following simple rules: run in the right general direction, and adjust your speed to keep a constant angle between eye and ball.

Posted by Jim Zellmer at May 1, 2012 1:15 AM
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