Richard Robb, Willful: How We Choose What We Do (Yale
University Press: 2019)
Reviewed for Choice Magazine
By:
Ronald F. White, PhD
The history of philosophy is rife with works that address
the old distinction between freedom and determinism of human thought and/or
human action. Classical/Neoclassical economists embrace “rational choice
theory” in order to explain, predict, and/or control consumer behavior. While
this new book does not seek to disprove rational choice theory, it does seek to
add another dimension, which we might call, irrational (or non-rational) choice
theory. Thus, Robb reduces human action to two categories: rational “purposeful
acts” that are performed in anticipation of pleasurable consequence in the
near/distant future;” and irrational and/or non-rational acts that are
performed because they are (or appear to be) “good for themselves.” If that
sounds familiar, it does harken back to the old philosophical distinction
between “extrinsic” and “intrinsic” value. Although this book is well-written and rife
with interesting examples, and perspectives, it does reflect state-of-the-art
research. The most egregious research omissions include reference recent books
by: Cass R. Sunstein on social and
political “influence;” and. Mark van Vugt
on “biological and cultural evolution.” Despite, it’s obvious scholarly deficiencies,
it is rife with interesting examples and puzzles that might inspire other economists
to take into account more rigorous, interdisciplinary approaches to
understanding consumer behavior.
