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So I want to show you some cognitive illusions, or decision-making illusions, in the same way.And this is one of my favorite plots in social sciences. It basically shows the percentage of people who indicated they would be interested in donating their organs. You basically see two types of countries: countries on the right, that seem to be giving a lot; and countries on the left that seem to giving very little, or much less. Why do some countries give a lot and some countries give a little?Germany is on the left, and Austria is on the right.The Netherlands is on the left, and Belgium is on the right.People write to me about their personal experience, and about their examples, and where they disagree, and their nuances. And to the extent you believe I didn't shrink the lines, which I didn't, I've proven to you that your eyes were deceiving you. If I cover the rest of the cube, you can see that they are identical.

What if it was a trip to Rome, all expenses paid, transportation, breakfast, but it doesn't include coffee in the morning? The moment you add Rome without coffee, Rome with coffee becomes more popular, and people choose it."Check the box below if you want to participate in the organ donor program." And what happens? The countries on the right, the ones that give a lot, have a slightly different form.It says, "Check the box below if you don't want to participate ..." Interestingly enough, when people get this, they again don't check, but now they join. You know, we wake up in the morning and we feel we make decisions.So after being at MIT for a few years, I realized that writing academic papers is not that exciting.You know, I don't know how many of those you read, but it's not fun to read and often not fun to write — even worse to write. And I came up with an idea that I would write a cookbook.

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