![]() ![]() When Howard Shultz created Starbucks, he was as intuitive a businessman as Salvador Assael. “at Dunkin’ Donuts, how did we move our anchor to Starbucks? This is where it gets really interesting. ― Dan Ariely, quote from Predictably Irrational: The Hidden Forces That Shape Our Decisions The Beatles proclaimed some time ago that you “Can’t Buy Me Love” and this also applies to the love of learning-you can’t buy it and if you try, you might chase it away.” To do this we certainly can’t take the path of market norms. Instead of focusing the attention of the teachers, parents, and kids on test scores, salaries, and competition, it might be better to instill in all of us a sense of purpose, mission, and pride in education. ![]() ![]() As we learned in our experiments, cash will take you only so far-social norms are the forces that can make a difference in the long run. I suspect that one answer lies in the realm of social norms. Would it be wise to add more money? The same consideration applies to testing: we are already testing very frequently, and more testing is unlikely to improve the quality of education. The United States already spends more money per student than any other Western society. “feeling so far is that standardized testing and performance-based salaries are likely to push education from social norms to market norms. ![]()
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