Context Externalities
Reading Robert Frank’s reply to Greg Mankiw’s post, I came across a really interesting passage. I’ve always wondered how we could say that a nation “prefers” to supply labor in some way or another when the options individuals face on the labor market are so dependent on the simultaneous (and competitive) actions of others. It turns out that there’s an economic concept addressing this very issue, called “context externalities”.
For present purposes, by far the most important externalities are those stemming from the link between context and evaluation. As decades of behavioral evidence clearly demonstrates, virtually every evaluation is heavily shaped by local context. As Richard Layard put it, “In a poor society a man proves to his wife that he loves her by giving her a rose, but in a rich society he must give a dozen roses.” Because evaluation drives consumer choice, context is an important determinant of consumer demand. The upshot is that almost every consumer choice generates significant context externalities.
Consider, for example, a job applicant’s decision about how much to spend on an interview suit. His goal is to make a favorable impression. But his ability to do so depends far less on the absolute quality of his suit than on how it compares with those worn by other applicants. And when he spends more on a suit, he shifts the context within which other candidates will be evaluated.
Context externalities are pervasive. A good school, for instance, is one that compares favorably with other schools in the same local environment. The amount parents must spend to ensure that their children attend such a school is thus an increasing function of the amounts spent by other parents. The evaluations that guide an employer’s promotion decisions are similarly dependent on context. A worker’s odds of promotion depend less on his absolute performance than on how well he performs relative to his coworkers.
The dependence of evaluation on context lays waste to any presumption that individual decisions about how many hours to work or how much to spend on interview suits will be socially optimal. The general result predicted by theory is that if context shapes evaluation more heavily in some domains than others, too many resources will flow to the most context-sensitive domains and too few to the least context-sensitive domains. In my forthcoming book, Falling Behind, I summarize what available evidence says about the extent to which context differs across domains. For the discussion at hand, the relevant finding is that evaluations of leisure tend to be far less context-sensitive than evaluations of income. The implication is that individual valuations of leisure tend to understate social valuations. Thus people work longer hours in the hope of moving higher on the income ladder, only to discover that when others do likewise, their position remains unchanged.
Just wow!
Tags: context externalities, externalities