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Book review

Noise

Bias gets the attention. This book argues, at length, that the random scatter in our judgements does more damage.

Noise by Kahneman, Sibony & Sunstein

Illustration of a head in profile facing two overlapping rust-red circles and a cluster of thin vertical lines
A mind, and the things that move it. Photograph: The Unreasonable Human

Notice how rarely anyone is argued out of the last biscuit, and how often they are simply moved past it by a change in circumstance. We describe the departure from the model as an error. We might equally describe the model as a hopeful guess about us. There is a version of this essay that ends with a policy prescription. This is not that version; the mechanism is interesting enough on its own. The evidence here is thinner than the confident commentary suggests, and the honest position is a shrug with a direction of travel.

What it gets right

The strange thing about the last biscuit is not that it exists but that it works, most of the time, for most people. The point is not that people are foolish. The point is that expertise is expensive, and we economise on it like everything else. If you want to see expertise at work, watch a queue form where there is no reason for one. What looks like expertise from the outside is usually something simpler from the inside: tiredness, a deadline, a wish not to look foolish.

The textbook treats expertise as a preference to be revealed. In practice it is a story we tell ourselves after the fact. A pattern this consistent is not a character flaw. It is a design feature, and design features can be worked with. There is a version of this essay that ends with a policy prescription. This is not that version; the mechanism is interesting enough on its own. Nobody sets out to be governed by the last biscuit, yet it shapes an astonishing share of the ordinary day.

Decision-makingPsychology
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Maya Okafor

Staff writer covering money, fairness and the strange economics of everyday kindness; previously on the business desk of a national daily.

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