Imagine you're at a bustling farmers' market on a sunny Saturday morning. You're on the hunt for the juiciest apples to bake your famous apple pie. As you wander through the stalls, you come across two apple vendors side by side.
Vendor A greets you with a big smile and offers you a free sample of an apple from a shiny, overflowing basket. "These are the best apples for baking," he claims, "grown right here in my orchard." You taste it; it's sweet, crisp, and just the right kind of tart. Delicious!
Now, Vendor B doesn't have free samples but instead has a sign that reads: "Buy one pound of apples, get half a pound free." She tells you her apples may not look as polished as Vendor A's but assures you they're organic and pesticide-free.
Here's where 'Bias from Incentives' kicks in. Vendor A's incentive is clear: he wants to seduce your taste buds with that free sample because he knows once you've tasted his apple, you're more likely to buy from him. It's like he's whispering in your ear: "Come on, who can resist something this good for free?"
Vendor B’s incentive is different; she wants to appeal to your bargain-hunting instincts and your desire for healthy eating by offering more apples for your money and an organic choice.
Both vendors are nudging you towards making a decision based on their incentives – one through immediate gratification (the tasty sample) and the other through long-term benefits (more apples plus healthiness). Your brain might be doing somersaults trying to decide which incentive aligns best with what matters to you.
This mental model teaches us that when we understand the incentives at play, we can make better decisions by asking ourselves: "What’s really driving this offer?" It’s like having x-ray vision into why people do what they do – or why they want us to do certain things.
So next time someone offers you that proverbial 'free apple,' remember it might just be an incentive-shaped carrot dangling in front of you. And if that doesn't put a wry smile on your face as you ponder human nature at the farmers' market or anywhere else life takes you, I don't know what will!