The Happiness Hypothesis: Putting Ancient Wisdom to the Test of Modern Science

by Jonathan Haidt

The Hare Krishnas perfected the technique: They pressed flowers or cheap copies of the Bhagavad Gita into the hands of unsuspecting pedestrians, and only then asked for a donation. When Cialdini studied the Krishnas at O’Hare Airport in Chicago, he noticed that they routinely went around the garbage pails to collect and recycle the flowers that they knew would be thrown away. Few people wanted the flowers, but in the early days of the technique, most were unable just to accept them and walk on without giving something in return. The Krishnas grew wealthy by exploiting people’s reciprocity reflexes—until everyone learned about the Krishnas and found ways to avoid taking the “gift” in the first place. But legions of others are still after you. Supermarkets and Amway dealers give out free samples to boost sales. Waiters and waitresses put a mint on the check tray, a technique that has been shown to boost tips.24 Including a five-dollar “gift check” along with a survey sent in the mail increases people’s willingness to complete the survey, even more than does promising to send them fifty dollars for completing the survey.25 If you get something for nothing, part of you may be pleased, but part of you (part of the elephant—automatic processes) moves your hand to your wallet to give something back.