Jonathan Levav

We've always heard that there's no free lunch.

In this segment, we'll explore what is behavioral economics and where are the free lunches? This story opens at the Carolina Brewery in Chapel Hill, North Carolina, where Ariely and Columbia professor Jonathan Levav designed a study around three questions.

Does sequential public ordering change what people choose? This is in a restaurant situation.

Does it push toward conformity or non-conformity? And does social influence make people happier or less happy with their selections? With the bar manager's cooperation, the researchers served free two ounce samples from four beers to customers across a hundred tables.