A central purpose of research is to find out what people think. Shankar Vedantam, the host of Hidden Brain, explores how people behave.
“Close Enough: The Lure of Living Through Others”
“One Head, Two Brains: How the Brain’s Hemispheres Shape the World We See”
“Rewinding & Rewriting: The Alternate Universes in Our Heads”
“Why did So Many Americans Trust Russian Hackers’ Election Propaganda”
“The Best Medicine: Decoding the Hidden Meanings of Laughter”
“Why Consumers Systematically Give Inflated Grades for Poor Service”
His Hidden Brain podcasts do what public opinion polls don’t or can’t do. He looks at research from the likes of psychologists, neuroscientists and cultural anthropologists that examines what people actually do and tries to explain why.
Vedantam doesn’t have the usual credentials for exploring human behavior. His undergraduate degree is in electrical engineering and his master’s degree is in journalism. Early-career fellowships dealing with mental health, public health, science and religion helped to steer his award-winning career in the direction of trying to understand why people do what they do.
For example, Vedantam reported that people shy away from giving extremely negative ratings for service because they don’t want people to lose their jobs. The business school professor who informed his conclusion compared it why teachers tend to inflate grades for their students. “Nobody complains,” he said, “when they get an ‘A’.”
The style of his reporting is more light than heavy. But it isn’t frivolous fluff. Vedantam authored a book based on his reporting titled, “The Hidden Brain: How Our Unconscious Minds Elect Presidents, Control Markets, Wage Wars and Save Our Lives.”
Frustration with polling often centers on its accuracy in predicting how people will vote. Vedantam’s reporting bypasses that frustration by digging into the mindset of voters, consumers, students and people in general that causes certain behavior. It tells us something about ourselves that we might not realize or choose to ignore. It is a form of radio talk therapy.
The social sciences are playing a larger role in shaping business decisions from how to market a product, respond to complaints and design people-friendly features. Social sciences research offers clues to group behavior, organizational effectiveness and game theory. Companies are hiring cultural anthropologists. Kevin O’Leary, Shark Tank’s brutally blunt investor, majored in psychology and environmental studies.
Vedantam offers a gentler approach to the truth than O’Leary that can be valuable in helping listeners take stock of why they and other people think and behave the way we do. He makes uncomfortable reality easy to hear and consider.