The Hindu Business Line : Driven by ‘hot state’

Last week, I was down with severe stomach infection. When I was lying on the bed in pain, I decided that I will henceforth stop eating the greasy potato chips, the creamy cakes and the like. Two days later, when I got better and walked into the kitchen, I unconsciously (or so I think) grabbed the jar of chips not to mention the desperate search for some cake in the refrigerator. It was personally upsetting to know that I did not learn much from the pain that I suffered just two days earlier. But it seems we all behave that way. Why?

In a cold state

Behavioural economists call this the hot-cold empathy gap. When I was in pain, I swore to myself that I will no longer eat junk food. Or stuff my stomach with lot more than it can bear. I was then in a cold state — a state when there is literally no craving for such food. But after I got better, I occasionally switched to the “hot state” and started demanding sinful food. In that state, I did not really care about the consequences of eating such food.

My inability to realise when I was in a “cold state” as to how I will behave in a “hot state” is what is called as the hot-cold empathy gap. George Loewenstein, a behavioural economist, coined the term after conducted several experiments in this area.

The empathy gap

The hot-cold empathy gap exists because we tend to exaggerate our willpower. Suppose you and your friend decide to visit a closing sale at a mall. In her “cold state”, your friend tells you that she does not intend buying any clothes. She, however, splurges as her “hot state” arouses her desire after she enters the shop.

Her behaviour may seem irrational to you. But remember, it could have well been you in a “hot state”, indulging on clothes instead of your friend. We all succumb to some vices — buying clothes, eating junk food or smoking, for instance.

(The author is a self-styled investment psychologist. He can be reached at enhancek@gmail.com)

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