Part of the problem may simply be that we get our cues from others. In a famous experiment conducted in the late 1960s, the psychologists Bibb Latané and John Darley pumped smoke into a room in which their subjects were filling in a questionnaire. When the subject was sitting alone, he or she tended to note the smoke and calmly leave to report it. When subjects were in a group of three, they were much less likely to react: each person remained passive, reassured by the passivity of the others.
As the new coronavirus spread, social cues influenced our behaviour in a similar way. Harrowing reports from China made little impact, even when it became clear that the virus had gone global. We could see the metaphorical smoke pouring out of the ventilation shaft, and yet we could also see our fellow citizens acting as though nothing was wrong: no stockpiling, no self-distancing, no Wuhan-shake greetings. Then, when the social cues finally came, we all changed our behaviour at once. At that moment, not a roll of toilet paper was to be found.
Normalcy bias and the herd instinct are not the only cognitive shortcuts that lead us astray. Another is optimism bias. Psychologists have known for half a century that people tend to be unreasonably optimistic about their chances of being the victim of a crime, a car accident or a disease, but, in 1980, the psychologist Neil Weinstein sharpened the question. Was it a case of optimism in general, a feeling that bad things rarely happened to anyone? Or perhaps it was a more egotistical optimism: a sense that while bad things happen, they don’t happen to me. Weinstein asked more than 250 students to compare themselves to other students. They were asked to ponder pleasant prospects such as a good job or a long life, and vivid risks such as an early heart attack or venereal disease. Overwhelmingly, the students felt that good things were likely to happen to them, while unpleasant fates awaited their peers.
Robert Meyer’s research, set out in The Ostrich Paradox, shows this effect in action as Hurricane Sandy loomed in 2012. He found that coastal residents were well aware of the risks of the storm; they expected even more damage than professional meteorologists did. But they were relaxed, confident that it would be other people who suffered.
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