““The problem is that while some incentives are obvious, many aren’t. And simply asking people what they want or need doesn’t necessarily work. Let’s face it: human beings aren’t the most candid animals on the planet. We’ll often say one thing and do another—or, more precisely, we’ll say what we think other people want to hear and then, in private, do what we want. In economics, these are known as declared preferences and revealed preferences, and there is often a hefty gap between the two.””
