희망 오류 (miswanting)

http://customerinnovations.wordpress.com/2007/11/05/miswanting-and-the-pursuit-of-unhappiness/

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Wanting is an emotional state that drives us to action; based on the prediction of how we’ll feel when we achieve or acquire what we desire.  Psychologists Daniel Gilbert and Timothy Wilson have observed that, while we tend to think of unhappiness as something that happens when we don’t get what we want, a lot of unhappiness has more to do with not liking what we’ve wanted as much as we expected we would before we got it.

Gilbert and Wilson describe miswanting as a lack of coordination between what we want and what actually makes us happy.    It can include wanting things that don’t actually make us as happy as we predict they will.  It also includes wanting to avoid situations that, in the end, are not as bad as we expect they’ll be.

This effect is pervasive across human experience.  It has a dramatic influence not only on our experiences as customers but on experiences that result from choices we make about the work we do, where we live, who we marry, and virtually every aspect of how we live our lives. 

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