Wednesday, February 24, 2010

Be fair to all your customers

All your customers feel slighted when you treat some people inordinately better than others.

Mark Thoma reports on a study by Caltech reserachers;

What was especially interesting about the finding, he says, is that the brain responds "very differently to rewards obtained by others under conditions of disadvantageous inequality versus advantageous inequality. It shows that the basic reward structures in the human brain are sensitive to even subtle differences in social context."

This, O'Doherty notes, is somewhat contrary to the prevailing views about human nature. "As a psychologist and cognitive neuroscientist who works on reward and motivation, I very much view the brain as a device designed to maximize one's own self interest," says O'Doherty. "The fact that these basic brain structures appear to be so readily modulated in response to rewards obtained by others highlights the idea that even the basic reward structures in the human brain are not purely self-oriented."


What the study hints at is that humans evolved long ago to understand that they could not have more than others and survive. There is a basic human need for community that is equally shared.