Steve V, a video producer from Kitchener, Ontario, replicates the marshmallow test. An experiment in kids ability to sacrifice short-term gratification for long-term rewards, the marsh mallow experiment is interestingly academically just as it is fun to watch kids struggle with waiting the fully 20 minutes for their reward. In terms of relevance, if the child can resist the instant gratification, there is a very good chance they will be successful in life. For more details of the original landmark experiment, watch Joachim de Posada’s TED talk.

Dan Ariely, a professor of behavioral economics at Duke University, shares examples from his book Predictably Irrational illustrating why people fail to make logical decisions. Dan shows how the complexity of options will drive people away whether it is trying a couple more pills vs. hip replacement surgery or even checking a box to opt-out of organ donation. Also shown, is how presenting an inferior third choice can influence people to choose the similar, but better choice, which in one case translated to significantly higher subscription rates for The Economist. Take note, if you are going bar hopping, take a similar but uglier version of yourself with you.

Solomon E. Asch, world-renowned psychologist carried out experiments which reveal the power of social pressure and also inspired the work of Stanley Milgram.

Cliff Nass, Professor of Communication at Stanford, speaks at the University of Washington. In this brilliant and entertaining lecture, Cliff shows how social theories which apply to human-to-human apply equally to human-to-computer interactions.