Here’s my Q&A column from the WSJ this week — and if you have any questions for me, just email them to AskAriely@wsj.com.
The Korean music video “Gangnam Style” by the pop singer PSY has now been viewed on YouTube over a half billion times. Why do you think this video has become so popular? Most viewers don’t understand what PSY is singing about in Korean, yet they seem to love the video anyway.
I wonder if this is partially because the words are in a foreign language that they don’t have a clue about. It’s the same in my country, Kazakhstan. Although Kazakhstanis usually do not get the content of what they are listening to, they love American pop music and (these days) Korean pop. The closest parallel I can think of is when a woman wearing a miniskirt generates more curiosity than a woman who’s fully undressed.
Recently, PSY announced that his next debut will be in English. Would this be a mistake?
A few years ago, Mike Norton, Jeana Frost and I looked at the question of ambiguity and found exactly the mechanism you’re suggesting--that knowing less can lead to higher liking. Focusing on online dating, we found that when people read online profiles of potential partners that were more ambiguous and imprecise, they liked the profiles more. That’s because when we face new information we try to resolve ambiguity, but rather than do it accurately, we let our minds fill in the gaps in an overly optimistic way. Sadly, we eventually meet the person behind the dating profile, and then our expectations get crushed (which, by the way, happens a bit more to women).
I just tried to understand the PSY phenomenon for myself (in an admittedly unscientific way) by watching 10 YouTube clips of popular songs (in English) without paying much attention to the words. Then I read each lyric carefully, twice. What I found is that the quality of the lyrics was surprisingly low, and this cut down on my appreciation of the videos, which I’d initially enjoyed.
What this suggests is that it might be good for the musicians to get people not to pay attention to the lyrics--maybe by creating very hectic music videos or by singing in a different language, or both. So if I were PSY, I’d switch to a language that almost no one understands--maybe Yiddish.
I recently got married, and my wife and I have been debating the topic of bank accounts. She’d like to combine them, because she wants to know how much is coming in and going out. I think separate accounts would be simpler for taxes, personal spending and budgeting. What’s your take?
The fact that you’re wondering whether to follow your preferences or your wife’s tells me that you are either a slow learner or very recently married (sorry, my Jewish heritage would not let me pass up that opportunity). But to the point: I think you should have a joint account.
First, there’s no question that in reality your accounts are joint in the sense that anything one of you does has an effect on your mutual financial future. For example, if one of you starts buying expensive cars from your individual account, there’s going to be less money for both of you to spend later on vacations, medical bills and so on.
More important, by getting married you have created a social contract of the form: “I will take care of you, and you will take care of me.” Adding a layer of financial negotiations to this intricate relationship can easily backfire. Think about what would happen if there was “my money” and “your money”? Would you start splitting the bill in restaurants? What if one of you has an extra glass of wine? And what if your wife ran out of “her money”? Would you tell her that if she does the dishes and takes the garbage out for a week, you would give her some of “your money”?
The problem is that once money becomes intertwined with deep relationships, they can start looking a bit more like prostitution than like love, romance and long-term caring. Separate bank accounts do have some advantages, but having them could put unnecessary stress on your relationship--and your relationship is much more important than managing your money efficiently.