"How does this research fit in the scheme of trying to make the car buying process easier for consumers?" - Excerpt from Malcolm Gladwell's "David and Goliath"

"David and Goliath: Underdogs, Misfits, and the Art of Battling Giants"

Chapter Four

So far in David and Goliath, we’ve looked at the ways in which we are often misled about the nature of advantages. Now it is time to turn our attention to the other side of the ledger. What do we mean when we call something adisadvantage? Conventional wisdom holds that a disadvantage is something that ought to be avoided—that it is a setback or a difficulty that leaves you worse off than you would be otherwise. But that is not always the case. In the next few chapters, I want to explore the idea that there are such things as “desirable difficulties.” That concept was conceived by Robert Bjork and Elizabeth Bjork, two psychologists at the University of California, Los Angeles, and it is a beautiful and haunting way of understanding how underdogs come to excel.

Consider, for example, the following puzzle.

1. A bat and a ball cost $1.10 in total. The bat costs $1.00 more than the ball. How much does the ball cost?

What’s your instinctive response? I’m guessing that it is that the ball must cost 10 cents. That can’t be right, though, can it? The bat is supposed to cost $1.00 more than the ball. So if the ball costs 10 cents, the bat must cost $1.10, and we’ve exceeded our total. The right answer must be that the ball costs 5 cents.

Here’s another question:

2. If it takes 5 machines 5 minutes to make 5 widgets, how long would it take 100 machines to make 100 widgets?

The setup of the question tempts you to answer 100. But it’s a trick. One hundred machines take exactly the same amount of time to make 100 widgets as 5 machines take to make 5 widgets. The right answer is 5 minutes.

These puzzles are two of the three questions that make up the world’s shortest intelligence test.¹ It’s called the Cognitive Reflection Test (CRT). It was invented by the Yale professor Shane Frederick, and it measures your ability to understand when something is more complex than it appears—to move past impulsive answers to deeper, analytic judgments.

Frederick argues that if you want a quick way to sort people according to their level of basic cognitive ability, his little test is almost as useful as tests that have hundreds of items and take several hours to finish. To prove his point, Frederick gave the CRT to students at nine American colleges, and the results track pretty closely with how students from those colleges would rank on more traditional intelligence tests.² Students from the Massachusetts Institute of Technology—perhaps the brainiest college in the world—averaged 2.18 correct answers out of three. Students at Carnegie Mellon University in Pittsburgh, another extraordinarily elite institution, averaged 1.51 right answers out of three. Harvard students scored 1.43; the University of Michigan, Ann Arbor, 1.18; and the University of Toledo 0.57.

The CRT is really hard. But here’s the strange thing. Do you know the easiest way to raise people’s scores on the test? Make it just a little bit harder. The psychologists Adam Alter and Daniel Oppenheimer tried this a few years ago with a group of undergraduates at Princeton University. First they gave the CRT the normal way, and the students averaged 1.9 correct answers out of three. That’s pretty good, though it is well short of the 2.18 that MIT students averaged. Then Alter and Oppenheimer printed out the test questions in a font that was really hard to read—a 10 percent gray, 10-point italics Myriad Pro font—so that it looked like this:

1. A bat and a ball cost $1.10 in total. The bat costs $1.00 more than the ball. How much does the ball cost?

The average score this time around? 2.45. Suddenly, the students were doing much better than their counterparts at MIT.

That’s strange, isn’t it? Normally we think that we are better at solving problems when they are presented clearly and simply. But here the opposite happened. A 10 percent gray, 10-point italics Myriad Pro font makes reading really frustrating. You have to squint a little bit and maybe read the sentence twice, and you probably wonder halfway through who on earth thought it was a good idea to print out the test this way. Suddenly you have to work to read the question.

Yet all that extra effort pays off. As Alter says, making the questions “disfluent” causes people to “think more deeply about whatever they come across. They’ll use more resources on it. They’ll process more deeply or think more carefully about what’s going on. If they have to overcome a hurdle, they’ll overcome it better when you force them to think a little harder.” Alter and Oppenheimer made the CRT more difficult. But that difficulty turned out to be desirable.