The core of sociology is one simple truth: individual people can be a mess to predict, but masses of people are easy. Human behavior in aggregate is subject to simple incentives and simple outcomes. Crowds can be studied with models that verge on purely physical, scarcely requiring that even biology play a role. It is not difficult to figure out what humans will do when presented with a certain set of incentives, and one of the insights that follows is that if one wants people to take a certain action, one of the most effective ways to make that happen is to make the correct thing easy.
Month: March 2023
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