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Data story

The shape of the free sample

The story we tell afterwards is tidier than the choice we made at the time.

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

It is tempting to call this irrational. It is more useful to ask what it is for. A pattern this consistent is not a character flaw. It is a design feature, and design features can be worked with. We describe the departure from the model as an error. We might equally describe the model as a hopeful guess about us. In the studies we have, the effect is modest, reliable and almost entirely ignored by the people it describes.

Why it persists

Nobody sets out to be governed by small talk, yet it shapes an astonishing share of the ordinary day. The mind that evolved for small groups and immediate dangers is now asked to manage a pension. It does its best. None of this is new. Adam Smith noticed most of it, and then the profession spent two centuries forgetting. Ask most people why they did what they did and they will give you a reason; ask them again a week later and the reason will have quietly changed.

Who agrees, and who does not
Share who agree, by age group
20102024Scientists 41%37%Doctors 52%49%Economists 18%24%Journalists 22%16%
UH analysis, 2025–26

The point is not that people are foolish. The point is that habit is expensive, and we economise on it like everything else. Notice how rarely anyone is argued out of small talk, and how often they are simply moved past it by a change in circumstance. The measure that matters is not what people say about habit but what they do when nobody is scoring. What looks like habit from the outside is usually something simpler from the inside: tiredness, a deadline, a wish not to look foolish.

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Alina Petrova
Alina Petrova — Editor-in-chief

Alina Petrova is a Year 12 student preparing to apply to university, and the founder and editor of The Unreasonable Human. She reads across psychology, economics, behavioural science and neuroscience, and writes about the gap between how people are supposed to decide and how they actually do.

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