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What can TRAITS explain that normal demographics don't? De Marchi: Let me use the flu shot for an example. You'd think that people who had gotten the flu a lot or had a bad flu experience would get the vaccine every year. They didn't. Experience alone had no effect on whether you get the flu shot. But if you factored in whether someone was risk averse (they didn't want the flu again) or altruistic (they cared about infecting other people), then you could predict who would get a flu shot...
...Hamilton and Scott de Marchi have a lot in common. They are both professors at Duke University, they are roughly the same age, and they have the same number of children. And yet their consumption preferences are polar opposites. So the two professors developed a model to explain why seemingly similar people make vastly different decisions. Their book, You Are What You Choose, explores how certain attributes - such as a willingness to take risks, or worrying about what others think - affect our choices. De Marchi and Hamilton talked to TIME about their model, what it can predict and why anyone...
...marriage? Hamilton: If you're willing to tolerate risk in your life, you're willing to take a risky position. If you're the type of person who cares about others, you're also more likely to support same-sex marriage. If you like to gather a lot of information when you're making choices, that tips you toward approving of same-sex relationships. If you're high on the me-Too factor and you know people who are gay or lesbian, that makes you more willing to support same-sex partners. That works in our statistical model...
...What if you don't give them holiday gifts? Well, I do give them holiday gifts, because they are people whose preferences I know a lot about. The problem arises in the situations where we have to give a gift, but we have no idea what the recipient wants. I'm not against giving gifts in the situations where we have a good idea what people want...
...much of the populous southern and central Brazil to be taking energy from Itaipu at the same time, Schechtman says. "The whole point of the grid system is to provide balance so that all the weight is not hanging from one line," he says. "If you have lots of lines and one breaks, the others pick up the strain. What I want to hear from the government is why so much pressure was on Itaipu." He is not the only one. The government has a lot of explaining to do. And a lot more work needs to be done...