The new behavioralism

We live mythically, even the most rational among us. In the middle ofa bromidic Q&A session on Facebook last month, Mark Zuckerberg fielded a question fromthe cosmologist Stephen Hawking:

I would like to know a unified theory of gravity and the other forces. Which of the big questions in science would you like to know the answer to and why?

Zuckerberg replied thathe was “most interested in questions about people,”and he gave some examples of thequestions about people that he found most inter...