Behavioral economist Sendhil Mullainathan has never forgotten the pleasure he felt the first time he tasted a delicious crisp, yet gooey Levain cookie. He compares the experience to when he encounters new ideas.“That hedonic pleasure is pretty much the same pleasure I get hearing a new idea, discovering a new way of looking at a situation, or thinking about something, getting stuck and then having a breakthrough. You get this kind of core basic reward,” says Mullainathan, the Peter de Florez Professor with dual appointments in the MIT departments of…
