George Akerlof : (2)

" The idea is that in any situation, people have a notion as to who they are and how they should behave. And if you don’t behave according to your identity, you pay a cost. " - George Akerlof

" Parents don’t take a baby’s temperature to decide whether the room is too warm; likewise, for global warming, we need a story that spurs us to do what is necessary. " - George Akerlof