Word: marchie
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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...
What can you tell about someone who drives a Prius? De Marchi: Prius drivers get a big kick out of their car's altruism, but they also smile because they've joined an ideological team. In a way, it is fundamentally irrational to buy a Prius. If you want to save the environment, you can buy a Honda Civic or another car that's almost as fuel efficient and way cheaper. With the money you save you can buy a chunk of the rain forest or carbon credits. You don't buy a Prius because you want...
...Marchi: We got about 75%-80% of people right, but there's still more work that could be done. For the me-Too trait, we'd love to know who you know. If you look at other people to make decisions, we need to know what their preferences are before we can determine yours...
...MILAN The annual Identità Golose (Jan. 27-30, 2008) in Milan, inaugurated by Italian food writer Paolo Marchi four years ago, has become the pre-eminent event for avant-garde chefs: Heston Blumenthal of the Fat Duck in Bray, England; Andoni Luis Aduriz of Mugaritz in Spain's Basque country and the ubiquitous Ferran Adrià of El Bulli in Spain have already confirmed. Carlo Cracco of Cracco-Peck is one of several daring Milanese chefs showcased at the fair, which will also offer workshops on bread, pizza and Italian patisserie. Top local restaurants offer special degustazione...