Human thinking depends on metaphor. We understand new or complex things in relation to things we already know. - Jonathan Haidt

Do not seek to have events happen as you want them to, but instead want them to happen as they do happen, and your life will go well. — EPICTETUS

The authors pointed out that nearly all research in psychology is conducted on a very small subset of the human population: people from cultures that are Western, educated, industrialized, rich, and democratic (forming the acronym WEIRD). They then reviewed dozens of studies showing that WEIRD people are statistical outliers; they are the least typical, least representative people you could study if you want to make generalizations about human nature. Even within the West, Americans are more extreme outliers than Europeans, and within the United States, the educated upper middle class (like my Penn sample) is the most unusual of all.

"The "omnivore's dilemma" (a term coined by Paul Rozin) is that omnivores must seek out and explore new potential foods while remaining wary of them until they are proven safe. Omnivores therefore go through life with two competing motives: neophilia (an attraction to new things) and neophobia (a fear of new things). People vary in terms of which motive is stronger, and this variation will come back to help us in later chapters: Liberals score higher on measures of neophilia (also known as "openness to experience"), not just for new foods but also for new people, music, and ideas. Conservatives are higher on neophobia; they prefer to stick with what's tried and true, and they care a lot more about guarding borders, boundaries, and traditions."