When I was at University, my first-year economics readings included many things that were interesting – some intuitive and some others that were a stretch and unbelievable. One of the less believable but core economic assumptions is that individuals act rationally and generally consider all available information before making a decision. The thinking is that in the rare case where they do not act rationally, market forces quickly correct behaviour.
Though this assumption is a key building block allowing economists to model and predict future outcomes, to me this never rang true. Even the casual observer realises that this isn’t the case. People don’t always consider all the available information prior to making a decision. We just are not that sensible. Some people are predisposed to ‘just wing it.’ Individuals often make the same mistakes over and over again; we sometimes refer to this as being in a rut. Marketers can rely on this type of myopic behaviour to increase market share and build brand awareness and loyalty.
In a rational world there is no free lunch. Individuals quickly act to eliminate anomalies like free money or free return since they act rationally when they see it. Behavioural Economics, on the other hand, is based on the idea that people don’t always act rationally. These economists borrow from other disciplines such as psychology and sociology and measure people’s actions. They study how people actually behave and attempt to suggest alternative strategies which may be more successful. For the behaviour economist there are many ways to improve decisions made so there is a free lunch for individuals if they behave better financially.
In my practice we are focused on building and sharing tools that promote better decision-making around the things that our clients tell us would make them more successful. We are sensitive to the idea that most of us resent being told what to do with our hard-earned money. This fierce independent streak isn’t something we like to challenge. However if we frame the discussion in terms of how deferring some immediate gratification can improve the quality of their golden years then we think we’re on the right track.
Generally, spending as much as possible right now isn’t the most rational of approaches. While procrastination can be a benefit it is particularly troubling when applied to retirement savings. The key for us is to provide factual evidence in support of a better policy promoting self control. While we can’t tell you how your life will be better with 20 percent more money it can be useful to know the probability of running out of money in the future. We think part of our contribution is to identify and encourage replacing current activities and policies that do not support your important goals.
There is a great book that builds on some of these ideas; Predictably Irrational, by Dan Ariely. He tests behaviours against what we think would rationally take place and often finds humour and insight in the results. I especially liked his discussion of Social Norms versus Market Norms. Also, “free” isn’t nearly as attractive to me now.
For our current clients and friends thank you, we are on the right track. There is always room for others to join us; patrick.mullins@richardsongmp.com
Patrick


