"The view of economists is that each individual seeks to maximize his benefit. The only problem with this is that we cannot precisely define what the optimal benefit is for us. We don't know what we want. That's why we need comparisons, examples and suggestion. Try imagining an object of your desire, a beautiful woman, for example. It doesn't work as an abstract idea, because the imagined image in your head is volatile. You need a photo, a description, a model. Someone has to tell you what you think is so great that you find it irresistible -- society, neighbors and colleagues, but also the advertising and entertainment industry, ads, films and books. All desires that exceed our basic biological needs are determined by culture. We want to live as if we were actors portraying ourselves."
Great interview with Tomas Sedlacek: http://www.spiegel.de/international/business/0,1518,822981,00.html
No comments:
Post a Comment