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HCS
seminarieserie vt 2004
Do I know what you
want?
Annika Wallin
Centre for Adaptive Behaviour and Cognition, Max-Planck-Institut
für Bildungsforschung, Berlin, and Lund University Cognitive
Science.
Torsdag den 27 maj kl 13.15 -
15.00
IDA seminarierum Alan Turing
(Estraden)
Imagine that you are sitting in a restaurant in a foreign country,
trying to decide what to eat. You can deduce the content of certain
dishes, but not enough to really pinpoint what you want. One option is
to pick a dish somewhat at random and hope that you like it. Another is
to look at the guy at the nearest table. What is he eating? And does he
look content? Which option serves you best depends, among other things,
on how similar his preferences are to yours. Is he on a weird diet?
Then maybe you don't want the same food. Is he a gourmet chef? Go ahead
and order his meal ÿ it is likely to be memorable.
To use the behaviour of others', that is, to utilise social
information, is a shortcut to successful choices and behaviours in a
broad range of domains. We follow the recommendations of experts, we go
to the most popular movies, and we eat the porridge Gunde Svan prefers.
Given that the experts know what they are talking about, we are
representative of the average moviegoer, and Gunde Svans' success
partly was caused by what he had for breakfast, this is a good idea.
The extent to which our preferences and the person(s) we are learning
from are sufficiently similar will partly determine whether it makes it
makes sense to use social information in choice or not. Mill puts it
wonderfully: "Customs are made for customary circumstances and
customary characters". The question I will try to answer today is
whether, and how well, we judge the preferences of other individuals.
If we can make such judgments well, we have a useful tool for
distinguishing between situations in which social learning is likely to
be successful and situations in which it is less likely to be so. We
thus judge whether our circumstances and character are sufficiently
similar to the man at the next table for us to imitate him, rather than
to try to guess on our own.
In the talk I will present a field study in which we measured (among
other things) how good people are in guessing the preferences of their
friends and acquaintances. The setting is a popular Berlin café,
and the participants, people who come there to have some coffee
together. How good are they in predicting what their friends choose of
the menu, and how do they do it?
(The study that will be presented is
joint work with Barbara Fasolo, MPI, and London School of Economics)
Välkomna!
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