Toblerone

This story, from Fortune magazine, has all the elements of journalistic greatness:  First there’s my new favorite holiday, Halloween. <Orange is the New Black!>  Next, there’s costumes: Who doesn’t like dressing up? <Release your inner Alter Ego!> And of course let’s not forget Behavioral Economics.  <Say WHAT?>  Far as I’m concerned,  that’s just gussied-up old-school Psychology – with a bit of extra statistical overlay – but still.  Last but not least, there’s full size candy bars. Yep., you heard me:  Full. Size. Freakin’. Toblerone. So, what’re we waiting for? Let’s get gussied up and go get us enough chocolate to choke a horse. <But don’t forget to read the Fortune article first!>

 

Here’s an excerpt to whet your appetite…

 

Your Halloween treats can signal not just what you have, but aspects of your character. A lot of this has to do with social signaling and how we want to look to others.  And how people want to look is complex — high status and wealthy and caring and moral….  It’s a halo effect too. If I give out big candy, am I generous? Am I rich? Am I successful? Halloween is an opportunity to tell our neighbors who we are.  It’s also an opportunity to get in line with our peers – or to differentiate ourselves from them. There is a tension between wanting to conform, but also wanting to be different…

 

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Who knew candy-giving could get so complicated?  It’s a window into our deep-state psyche, you say? And here I thought it was all about the chocolate.  Ah well.  Just hand over the Toblerone and I’m good.

 

 

Thanks!