Sublime

Some economists are already working on that. They are using this brain-imaging data to support a new political philosophy known as asymmetric paternalism. That's a fancy name for a simple idea: creating policies and incentives that help people triumph over their irrational impulses and make better, more prudent decisions. Shlomo Benartzi and Richar

But there can be a downside. The normal behavior of the tribe often overpowers the desired behavior of the individual. For example, one study found that when a chimpanzee learns an effective way to crack nuts open as a member of one group and then switches to a new group that uses a less effective strategy, it will avoid using the superior nut crac

Behavioral surplus must be vast and varied, but the surest way to predict behavior is to intervene at its source and shape it. The processes invented to achieve this goal are what I call economies of action.

Their five modules have to do with suffering (it’s good to help and not harm others), reciprocity (from this comes a sense of fairness), hierarchy (respect for elders and those in legitimate authority), coalitionary bonding (loyalty to your group) and purity (praising cleanliness and shunning contamination and carnal behavior).