This suggests that ideas trump reality. But in predicting your likings, even someone else’s direct experience trumps mental hypotheses—which is why surrogation works.
Your parents recommend taking a Caribbean cruise and tell you about a discount deal. You’ve never taken a cruise and aren’t so sure you’d enjoy it, so you dig up some information on the Web and even watch a couple of videos. You recollect the times you’ve been on ships, and your past visits to Caribbean islands—rum drinks, aqua waters. But will you really enjoy an eight-day cruise? Turns out there is a better way to answer this question: ask anyone who has just gotten off a cruise boat—a total stranger is fine. That way, you’ll be 30 to 60 percent more likely to accurately predict your own experience than by basing your decision on painstaking research and inner speculations.That’s the upshot of new work by professor of psychology Daniel Gilbert, author of the best-selling 2007 psychology book Stumbling on Happiness and host of the recent PBS television series This Emotional Life.
In a recent issue of Science, Gilbert and his coauthors—psychology graduate student Matthew Killingsworth, Rebecca Eyre, Ph.D. ’05, and Timothy Wilson, Aston professor of psychology at the University of Virginia—reported findings on “surrogation”: consulting the experience of another person, a surrogate, in deciding whether something will make you happy. They discovered that the direct experience of another person trumps the conjecturing of our own minds.The surrogate’s verdict is a useful guide because we are far more similar to each other than we realize. “If you look at other human beings, we seem amazingly varied,” Gilbert explains. “What we forget is that if a Martian came and looked at us, he wouldn’t be able to tell any of us apart.” The same holds for our inner reactions. “One of the ways we’re quite similar is in our hedonic or emotional reactions to events,” he continues. “Yes, it’s true that you may like strawberry ice cream more than chocolate, whereas I prefer chocolate. But that shouldn’t obscure the much bigger point: everybody likes ice cream more than they like gall-bladder surgery. Everybody prefers a weekend in Paris to being hit over the head with a two-by-four.” Economic markets exist for this very reason: to a large degree, people like the same things. Gilbert volunteers a thought experiment: ask a random person to list all possible human experiences, ranking them from best to worst. Then ask another randomly chosen individual to do the same. Gilbert predicts, “You’d see 99 percent overlap in their arrangements.” That’s why surrogation works. (It isn’t, however, a perfect guide, only better than the alternatives. Surrogation’s a poor strategy in those rare circumstances where human emotional responses vary widely—e.g., to a question like, “What’s your favorite number?”)