The Premise:
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.
Surrogation
“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.
Try this 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?”)
How recent is the experience? This matters
But to be helpful, the surrogate’s experience must be recent. “People are very poor at remembering how happy they were,” Gilbert says. “So it’s not very useful to ask, ‘How much did you like something you experienced last year?’ People get most questions about happiness wrong. But there is one question they get right: how happy are you right now?”
We are more similar than we are different
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.”
Even though surrogation works, we still prefer to trust our own judgement. Why?
In one experiment to test surrogation, the psychologists asked a sample of women to predict how much they would enjoy a “speed date” with a particular man. Some women saw his personal profile and photograph; others learned nothing about him other than how much another woman (a stranger) had enjoyed her speed date with him. The second group predicted their enjoyment far more accurately than the first. Both groups had expected the reverse, and oddly enough, despite the outcome, both groups preferred to have the profile/photograph for their next date.
