Thursday, January 18, 2024

Opinion Today: That candy bar seems a little pricey

Reality and perception in economics and life.
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Opinion Today

January 18, 2024

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By Suein Hwang

Business, Economics and Technology Editor, Opinion

Did you know that over 12 Snickers bars are sold every second in the United States? More important, did you know that this fact contains insight as to why voters are unhappy with our economy?

With clarity and a bit of wit, the UBS economist Paul Donovan offers his take on what has been one of this election's biggest mysteries: Why are voters so concerned about a problem that, by most measures, doesn't really exist? In December, consumer prices increased just 3.4 percent over the previous year; in June 2022, the increase in prices over the previous year was 9.1 percent. And yet voters are still declaring inflation a major issue.

The answer has less to do with economic statistics and more to do with human nature. As Donovan explains in his guest essay, history holds many examples of emblematic commodities or cultural memories being reflected in feelings about economic reality, from Italians' apparent sensitivity to shifts in the cost of espresso to German wariness of fiscal deficits decades after experiencing hyperinflation.

The recognition of the power of such sentiments even led President Richard Nixon's administration to obsess over hamburger meat. "As Nixon's special counsel Charles Colson described it, hamburger meat was 'the one item that is highly visible and meaningful to the housewife.' The gender stereotyping seems archaic half a century later, but the principle still holds," Donovan writes.

There have been many arguments made about the forces that are dominating this election. As Donovan notes, perhaps some of the most important ones can be those influencing the decisions you make at the grocery store.

Read the guest essay:

An illustration of a Snickers bar wrapper torn open to reveal a very small chocolate bar.

Erik Carter

Guest Essay

Why Are Voters So Upset? Consider the Snickers Bar.

A Snickers bar illustrates how humans don't think about inflation rationally.

By Paul Donovan

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