286. How Big is My Penis? (And Other Things We Ask Google)

On the Internet, people say all kinds of things they'd never say aloud -- about sex and race, about their true wants and fears. Seth Stephens-Davidowitz has spent years parsing the data. His conclusion: our online searches are the reflection of our true selves. In the real world, everybody lies.

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:01Stephen J. Dubner?

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• 0:43Stephen J. Dubner?

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• 1:25Stephen J. Dubner?

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• 1:54Stephen J. Dubner?

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• 2:30Stephen J. Dubner?

  All right, here's a question. How many men are gay?

• 2:33Speaker 01

  About 5%.

• 2:34Stephen J. Dubner?

  Does advertising work?

• 2:36Speaker 01

  Yes.

• 2:37Stephen J. Dubner?

  Why was American Pharoah a great racehorse?

• 2:40Speaker 01

  Big left ventricle.

• 2:41Stephen J. Dubner?

  Is the media biased?

• 2:43Speaker 01

  Yeah, it gives you what you want to read.

• 2:46Stephen J. Dubner?

  Are Freudian slips real?

• 2:47Speaker 01

  No.

• 2:49Stephen J. Dubner?

  Who cheats on their taxes?

• 2:50Speaker 01

  Everybody who knows how to cheat.

• 2:53Stephen J. Dubner?

  Who is this person? And how does he know these things? That's what you'll find out on this episode of Freakonomics Radio, that and a lot of other things, some of which are pretty disturbing. For instance, how Google searches for a particular racial epithet can spike after certain events.

• 3:10Speaker 01

  There was a big increase in searches when Obama was elected.

• 3:15Stephen J. Dubner?

  It turns out that Google's search data can tell us a lot about ourselves that we may not even tell ourselves.

• 3:21Speaker 01

  People just are in such a habit of lying in their day to day life. People lie to their, you know, partners, or their kids, or their parents.

• 3:30Stephen J. Dubner?

  And when you drill down into this ruthlessly honest database, you're bound to be surprised.

• 3:36Speaker 01

  The top search that starts "my husband wants" in India is "my husband wants me to breastfeed him."

• 3:52Speaker 02

  From WNYC Studios, this is Freakonomics Radio, the podcast that explores the hidden side of everything. Here's your host, Stephen Dubner.

• 4:07Stephen J. Dubner?

  There have been quite a few prominent terrorist attacks in recent years.

• 4:12Speaker 03

  An explosion at the Stade de France, north of Paris. Berlin, early this morning. A weapon of mass murder is slowly removed.

• 4:19Stephen J. Dubner?

  Today, London suffered a horrific attack near Parliament Square. Most of these attacks have one thing in common.

• 4:25Speaker 04

  The enemy is, in fact, radical Islam, an ideology.

• 4:29Stephen J. Dubner?

  Afterward, politicians tend to encourage unity. London is the greatest city in the world, and we stand together in the face of those who seek to harm us and destroy our way of life. And they encourage us to not equate Islamist terrorism with Islam.

• 4:46Speaker 05

  The attacks have nothing to do with Islam, which is followed peacefully by millions of people around the world.

• 4:52Stephen J. Dubner?

  How effective is this sort of encouragement?

• 4:55Speaker 01

  Okay, do you want to just tell me if I'm talking too long?

• 4:57Stephen J. Dubner?

  That is Seth Stephens-Davidowitz.

• 4:59Speaker 01

  I'm an economist, a data scientist, and an author.

• 5:02Stephen J. Dubner?

  And he has studied the effectiveness of this kind of political speech. This speech, for instance.

• 5:07Speaker 06

  Good evening. On Wednesday, 14.

• 5:10Stephen J. Dubner?

  President Obama was responding to a terrorist attack in San Bernardino, California. A Muslim husband and wife shot and killed 14 people and seriously injured another 22.

• 5:22Speaker 06

  We cannot turn against one another by letting this fight be defined as a war between America and Islam.

• 5:29Speaker 01

  The speech was really, I thought, beautiful and kind of moving.

• 5:36Speaker 06

  It's our responsibility to reject proposals that Muslim Americans should somehow be treated differently. Because when we travel down that road, we lose.

• 5:45Speaker 01

  He talked about how important religious tolerance has been to America and how everyone has a responsibility to not give in to fear, but really appeal to freedom. And everybody has a responsibility to not judge people based on their religion and not give religious tests when deciding who enters this country.

• 6:05Stephen J. Dubner?

  Shortly after the San Bernardino attack, Stephens Davidowitz and a colleague, Evan Soltas, published a piece in the New York Times called "The Rise of Hate Search." The primary evidence came from Google search data.

• 6:17Speaker 01

  So searches like "kill Muslims" and "I hate Muslims" and "Muslims are evil" or really nasty searches.

• 6:25Stephen J. Dubner?

  They looked at the frequency of that kind of search before, during, and after Obama's speech.

• 6:31Speaker 06

  We were founded upon a belief in human dignity.

• 6:34Speaker 01

  It was a very, very well-received speech.

• 6:36Stephen J. Dubner?

  So, did the speech curtail anti-Muslim Google searches?

• 6:41Speaker 01

  We found that all the searches during the speech actually went up, where he was saying that it was our responsibility to reject fear and it is our responsibility to not judge people based on religion.

• 6:50Speaker 06

  Let's make sure we never forget what makes us exceptional.

• 6:54Speaker 01

  But searches against Syrian refugees were going up and searches to kill Muslims were going up and searches for "I hate Muslims" were going up. So it seemed like everything that Obama was doing, even though all the traditional sources were saying that he was doing a great job, was actually backfiring in terms of its real goal, which was to calm an angry mob that had been inflamed by these San Bernardino attacks.

• 7:20Stephen J. Dubner?

  So, the book you've written is called "Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are." I understand that's not the title you were wanting.

• 7:32Speaker 01

  The title that I wanted for my book was "How Big Is My Penis: What Google Searches Reveal About Human Nature." My publisher was like, you know, like, people would be embarrassed to buy that in an airport.

• 7:43Stephen J. Dubner?

  And what share of the data that you're writing about in the book is Google data? You have other sources as well?

• 7:51Speaker 01

  Yeah, it's not all Google data. I use data from anonymous and aggregate data from Pornhub. I scraped some websites. So I scraped a hate site, Stormfront. I scraped Wikipedia. I used some Facebook advertising data and some other sources.

• 8:08Stephen J. Dubner?

  And just tell us quickly your academic background, what you studied and where?

• 8:12Speaker 01

  I have a BA in philosophy from Stanford and a PhD in economics from Harvard.

• 8:18Stephen J. Dubner?

  Why'd you study philosophy? Just curious about it?

• 8:20Speaker 01

  I had big questions about like, the meaninglessness of life and the absurdity of the human condition and stuff, but they weren't really answered. I just got more and more depressed and then decided to, I stopped.

• 8:31Stephen J. Dubner?

  But did your change in vocational course, PhD in econ and now doing what you do now, have they shed some light on the big existential and philosophical questions?

• 8:40Speaker 01

  Nah, just trying to like, ignore them, not think about them, but yeah.

• 8:47Stephen J. Dubner?

  He didn't really ignore the big questions about the human condition. He just found a different window through which to seek the answers.

• 8:56Speaker 01

  I was getting my economics PhD and I found that Google had released basically data on searches, where people made searches, when people made searches. And I kind of became obsessed with this data to the point I really couldn't think about anything else afterwards. And so my dissertation was entirely on things we could learn about people from Google searches. So I studied racism and child abuse and predicting turnout. That was my dissertation.

• 9:24Stephen J. Dubner?

  In 2006, Google began making its search data public through a tool called Google Trends.

• 9:30Speaker 01

  The data is all anonymous and aggregate, so it's how many people make searches in a given city or a given state over some time period.

• 9:39Stephen J. Dubner?

  Stephen Stavridowitz's insight, not that he was the only one with this insight, was that within the privacy of their own internet browsers, people are more likely to express their true preferences than they would in the traditional surveys and other data gathering methods that researchers historically use. Those are suspect to what's known as the social desirability bias.

• 10:04Speaker 01

  Social desirability bias is basically that you want to look good in a survey. So instead of saying the truth, you say what is desirable. So anything that is socially unacceptable will be under report in surveys. So a classic example that we know is if you ask people if you voted in the previous election, a huge percentage of the people who don't vote say that they vote because it's considered socially undesirable to not vote in an election.

• 10:32Stephen J. Dubner?

  How then do economists feel about surveys?

• 10:35Speaker 01

  Economists kind of hate surveys because you can't really trust what people tell you. You have to see what they actually do, and you have to pay attention to incentives. So a problem with surveys is you don't really have any incentive to tell the truth, whereas if you're online, you have an incentive to tell the truth to get the information that you actually need.

• 10:54Stephen J. Dubner?

  So considering that most surveys are done either anonymously or with someone that you have zero repeat transactions with, why do you think the human animal is predisposed toward protecting or burnishing their reputation, even in a case where the stakes are like they almost couldn't be lower? Why do you think we do that?

• 11:15Speaker 01

  People just are in such a habit of lying in their day-to-day life. People lie to their partners, or their kids, or their parents, that these behaviors kind of carry over in surveys.

• 11:26Stephen J. Dubner?

  How many lies have you told me already in this conversation?

• 11:31Speaker 01

  Ah, I can't, I don't know.

• 11:35Stephen J. Dubner?

  You think like fewer or more than 10?

• 11:38Speaker 01

  I think I'm being pretty honest. I actually think that, and you can, and listeners can decide whether they agree with this, I think I'm like a compulsively honest person.

• 11:48Stephen J. Dubner?

  You say you're compulsively honest. The title of your book is Everybody Lies, so plainly you're drawing yourself as an outlier.

• 11:54Speaker 01

  Well, I could have said like 98% of people lie, but that wouldn't have been a sellable book, right?

• 12:00Stephen J. Dubner?

  Do you think your compulsive honesty pays off? Or do you feel that compulsive honesty really makes your life more difficult? And that lying is actually a pretty overall, obviously, there's a million variations and shadings, but that lying overall is a pretty sensible strategy for, you know, life?

• 12:18Speaker 01

  I think it is sensible. I've learned that I've just, I just started like changed my dating profile. I had like a really kind of just okay picture, or maybe even a mediocre picture because I didn't want to be misleading. And I was getting like no dates and I'm like, wait, this is stupid. So then I changed to like a really, really good picture. And I'm like, oh, that's what everybody does. That makes a lot of sense.

• 12:37Stephen J. Dubner?

  Was it still you in the picture?

• 12:38Speaker 01

  It's still me, but it's lying by, you know, by emphasis, right?

• 12:42Stephen J. Dubner?

  Uh huh.

• 12:43Speaker 01

  I thought.

• 12:44Stephen J. Dubner?

  And what's the progress been on the dating front?

• 12:45Speaker 01

  Much better with a better picture.

• 12:51Stephen J. Dubner?

  So when we are putting out information about ourselves, we may lie. But when we want to find information via Google, let's say, there's no incentive to lie. That wouldn't get you the results you want. So we open up, we tell Google our secrets.

• 13:09Speaker 01

  There are lots of bizarre questions, not just questions, but statements that people make on Google. So, you know, I'm sad, or I'm drunk, or I love my girlfriend's boobs. Like, why are you telling Google that? I think it feels like kind of a confessional window where people just type statements with no reason that Google would be able to help.

• 13:27Stephen J. Dubner?

  You write in the book, "The microscope showed us there's more to a drop of pond water than we think we see. The telescope showed us there's more to the night sky than we think we see. And new digital data now show us there's more to human society than we think we see." So I love that thought. I'm not sure I believe it in that I'm not sure the ramifications will be so large because, you know, the societal insights you're talking about are often just a refinement or even a confirmation of what we've already learned through centuries of, you know, philosophy and psychology and other fields of inquiry. So tell me why you're so convinced that this revolution will be as, as big as the others.

• 14:09Speaker 01

  Well, I don't think that we're just learning things that we already knew. I think we're learning a lot of things that we had no idea about, the ways in which our intuition was way off about people. So if you talk about like, what makes people anxious, that's like a huge question, right? And I did a couple of studies. I said, does anxiety rise after terrorist attacks? And you can see Google searches for anxiety in places after a terrorist attack, they don't seem to rise. And you can say like, does anxiety rise? When Donald Trump is elected, everyone's saying they're all anxious. There's no rise in anxiety there. So that's like, pretty much changes how we think about society. That's pretty revolutionary relative to the data we've had on human beings before.

• 14:54Speaker 01

  And I think there are lots of things about people that we just had no idea about. One of my favorite examples, and this is just bizarre, but the top search that starts "my husband wants" in India is "my husband wants me to breastfeed him." And that, nobody knows about. And like, literally after I wrote, I published that finding, and like, they started interviewing people in India about this finding, and nobody knew about it. Like, doctors are like, "we've never heard of this." But like, the fact exists. Like, there are a reasonable number of men in India, and like, much higher than in any other country, that have this desire, but they don't tell anybody because it's a secret. So those things exist. There are basically facts about human nature that we didn't know because people don't talk about them.

• 15:36Stephen J. Dubner?

  Some of the facts about human nature are unsettling, to say the least. Stephens-Davidowitz spent a lot of time looking for racial hatred, as evidenced by the use of the N-word.

• 15:47Speaker 01

  In the time period I was studying, it was about as frequent as searches like migraine and Economist and Lakers and Daily Show. So it wasn't a fringe search by any stretch of the imagination. I think it was about 7 million total searches.

• 15:58Stephen J. Dubner?

  He found that searches like this would rise and fall.

• 16:02Speaker 07

  Underwater, here in New Orleans tonight, after the giant storm came the rising waters.

• 16:07Speaker 01

  They rose a lot during Hurricane Katrina. There were all these depictions on the media of African-Americans in a real struggle.

• 16:14Speaker 08

  An Army National Guard helicopter today rescued people from rooftops, fragile islands in the floodwaters.

• 16:20Speaker 01

  And disturbingly, people were making unusually large number of searches mocking African Americans during that period. And also, they rise a lot every year Martin Luther King Jr. Day, which is also disturbing.

• 16:34Speaker 09

  Free at last, free at last. Thank God almighty, we are free at last.

• 16:41Speaker 01

  There was a big increase in searches when Obama was elected.

• 16:46Speaker 09

  Hello, Chicago.

• 16:51Speaker 01

  That was the week with among the highest searches in the history of Google search for racist material.

• 16:58Speaker 09

  If there is anyone out there who still doubts that America is a place where all things are possible.

• 17:07Stephen J. Dubner?

  On the night Obama was elected in 2008, Stephen Zdavidowitz found that of all the Google searches that included the word Obama, 1% of them also included either the N-word or KKK.

• 17:21Speaker 01

  Which may not sound like a huge amount, but 1 in 100, when you think of all the reasons to Google Obama that night. I mean, he's the first black president. You can Google about his victory speech, or his family, or his history, or lots of other things about him. I was pretty shocked by how frequently people found the negative reason to make that search.

• 17:41Speaker 09

  And may God bless the United States of America.

• 17:45Stephen J. Dubner?

  So that's when these racist searches were happening. How about where?

• 17:49Speaker 01

  That was also surprising. If you had asked me where are racist searches highest in the United States? Or where is racism in general highest in the United States? I would have said that it's a southern issue, right? Like, you think of the history of the United States, slavery, Mississippi, Louisiana, Alabama. And those states are definitely among the highest. But other areas that are right near the top, or even at the top, the number one state is West Virginia. And then Pennsylvania, particularly Western Pennsylvania, Eastern Ohio, parts of Michigan is very, very high, industrial Michigan, upstate New York. There's really not a big difference between north versus south. It's east versus west, where it drops substantially once you get west of the Mississippi River, these racist searches.

• 18:32Stephen J. Dubner?

  So let me ask you just to talk a little bit in more detail about the map of racism and how it related to the last several presidential elections.

• 18:40Speaker 01

  Yeah, well, then I was reading this paper by some economists at Berkeley. They were using general social survey data to measure racism. And they had asked the question whether racism played a factor in Obama's vote total in 2008, even if he won, did he lose votes because of racism? And they concluded, using this general social survey data, that it was not a factor, that racial attitudes were not a big predictor.

• 19:03Stephen J. Dubner?

  But again, learning what we've learned from talking to you today, we have to say, well, wait a minute, anything like that based on survey data is suspect. Was that your first thought as well?

• 19:12Speaker 01

  Yeah, maybe that's suspect, like, would the Google searches show anything different? So you can't really just compare how many votes Obama got in places where racism is high and racism is low, because those areas may have opposed any Democratic candidate, right? But what you can do is you can compare, how did Obama do to the previous Democratic candidate, John Kerry, who was white and had similar views? And how did he compare to other Democratic candidates? And when you do this, you see very, very clearly, like, a really, really strong relationship that places that make lost of racist searches, Obama got substantially fewer votes than other Democratic, white Democratic candidates did.

• 19:48Stephen J. Dubner?

  So you're telling us in retrospect that Obama was in some ways an even stronger candidate than he was, right? Winning two elections despite substantial bias against a black candidate?

• 19:56Speaker 01

  I calculate they lost about four percentage points from racism. He also got about one to two percentage points from increased African-American turnout. But yeah, on balance, yeah, I think he's like the most charismatic president in history, and charisma accounts a lot in politics.

• 20:10Stephen J. Dubner?

  So what does this say generally about overt or public versus covert or private racism?

• 20:17Speaker 01

  Well, so over the past 10 or 15 or 20 years in the social sciences, they've been trying to answer a big paradox, which is that African-Americans have very, very bad life outcomes, but white people say they're not racist, right? And the traditional answer to this is implicit bias. So like you, I, everybody listening, all of us have some subconscious associations between some negative outcomes and black people. And this has been used to explain why African Americans are struggling. And I think one of the things that this research shows is probably that explicit racism may be playing a bigger role, not this implicit subconscious stereotypes that have dominated

• 21:01Speaker 01

  the research in the last 20 years or so.

• 21:03Stephen J. Dubner?

  What did your map of racism predict or tell you about the election of Donald Trump?

• 21:09Speaker 01

  Well, I didn't actually do this, but Nate Cohn, he's a kind of a stats guy at the New York Times. He got data on Trump's support in the Republican primary, and he asked me for the explicit racism data. And he said that it was the biggest predictor he could find of Trump's support in the primary was this Google racism data, stronger than education or age or lots of other things.

• 21:31Stephen J. Dubner?

  And what can that tell you or what can you tell us about Hillary Clinton? I mean, if Obama carried the day twice with the anti-black bias, can you tell us anything about whether the anti-female bias against Hillary Clinton may have been enough to change the outcome?

• 21:48Speaker 01

  No, that's like a question. I think I get an email once a week asking me to look into that. I think it's a little bit harder with African Americans. There's pretty much one word that is searched more than every other potentially racist word.

• 22:01Stephen J. Dubner?

  I can think of one word that Hillary's been called a lot that would probably get you fairly far, no?

• 22:05Speaker 01

  Well, the issue with sexism is that a lot of the negative words are also porn searches.

• 22:13Stephen J. Dubner?

  Coming up on Freakonomics Radio, is Seth Stephens-Davidowitz's work being acted upon by people in high places?

• 22:20Speaker 01

  I think possibly someone from Obama's staff read it because a few weeks later, he gave another speech at a Baltimore mosque.

• 22:27Stephen J. Dubner?

  And how often do you have sex?

• 22:30Speaker 10

  Several times per week.

• 22:31Speaker 11

  Maybe once or twice a week, if I'm supposed to average it.

• 22:34Speaker 01

  I think that they'll be exaggerating how often they're having sex.

• 22:38Stephen J. Dubner?

  That's coming up, right after this break.

• 22:46Stephen J. Dubner?

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• 23:31Stephen J. Dubner?

  Just head to granola.ai/freakonomics. That's granola.ai/freakonomics to get your time back. Try it for free at granola.ai/freakonomics. Freakonomics Radio is sponsored by Progressive. Whoever says saving money is hard doesn't know that new customers who bundle and save with Progressive save hundreds because switching your home and auto insurance is better than cutting down on the things you love, like those iced lattes that help you get ready to face the day. So switch your home and auto to Progressive and see if you could save and keep sipping away. Get your quote today at progressive.com. Progressive Casualty Insurance Company affiliates and other insurers.

• 24:16Stephen J. Dubner?

  Not available in all states. Freakonomics Radio is sponsored by hotels.com. Hotels.com helps you find and book the right stay for work faster. With business preferences, save your travel must-haves like gym access or breakfast just once, then get tailored results whenever you search for work travel. Plus, with a free membership, you can save up to 20% on hotels and earn rewards on every stay for future travel. Book now at hotels.com. Visit hotels.com for details.

• 24:56Stephen J. Dubner?

  It was while getting his PhD in economics that Seth Stephens-Davidowitz started using Google search data to try to better understand the world. So it seemed natural to use those data for his dissertation. What did his thesis advisers think this idea?

• 25:10Speaker 01

  They all liked it, but they were like, you might not get an academic job.

• 25:13Stephen J. Dubner?

  Did you care about an academic job?

• 25:15Speaker 01

  Yeah. I thought I wanted to be a professor. So yeah, I did care, but I didn't get one.

• 25:22Stephen J. Dubner?

  Talk about the difficulty of getting the dissertation published.

• 25:26Speaker 01

  So it was considered kind of weird to use Google search data and kind of got some angry responses from journals and the academic markets. I didn't think it was weird, but everyone was telling me it was weird, which is kind of like my life. I'm always weird and don't think I'm weird.

• 25:43Stephen J. Dubner?

  Part of his dissertation eventually was published as a paper in the Journal of Public Economics. It was called "The Cost of Racial Animus on a Black Presidential Candidate: Evidence Using Google Search Data." It didn't get him a job in academia, but it did help get him a job at Google.

• 26:00Speaker 01

  Hal Varian, the chief economist there, he liked my work. He's kind of like also, I think, weird and doesn't realize he's weird, maybe. And he was obsessed with Google data like long before I was and kind of started this whole thing. So we really bonded.

• 26:13Stephen J. Dubner?

  And then what did you do there? And how long were you there?

• 26:17Speaker 01

  I was there for about a year and a half. It's kind of like in-house consulting, maybe. Like, Google doesn't really outsource their consulting to like McKinsey or they kind of like having a team inside who understands their data and can help help them make decisions.

• 26:30Stephen J. Dubner?

  What kind of Google data were you interpreting and then telling Google about?

• 26:34Speaker 01

  A lot of like advertising stuff.

• 26:37Stephen J. Dubner?

  Your tone of voice implies lack of thrill. Is that the case?

• 26:42Speaker 01

  That's why I quit.

• 26:43Stephen J. Dubner?

  Would you have been able to write the book that you've written? Were you still working at Google?

• 26:48Speaker 01

  I think I probably could have, but I maybe would have had to have better social skills to deal with the PR department.

• 26:55Speaker 01

  I think my social skills have improved a lot in the last two years, but they weren't that great when TACT was not in my skill set in my 20s.

• 27:02Stephen J. Dubner?

  Give me an example. What do you mean by that?

• 27:04Speaker 01

  I'd just like be very aggressive and like thought I knew all the answers and stuff, so.

• 27:08Stephen J. Dubner?

  And how old are you now?

• 27:09Speaker 01

  34.

• 27:10Stephen J. Dubner?

  So you're done with that phase of your life?

• 27:12Speaker 01

  I hope so, yeah.

• 27:18Stephen J. Dubner?

  Talk for a minute about, I guess, your level of confidence or, you know, your argument for the strength of the evidence in that a search, a Google search, is, I would call it sort of a proxy for some behavior or question or activity or whatnot. So it's not the fact itself, it's not the data itself, but it's a query represent, what seeming to represent the fact itself. So can you talk for a minute about how substantial you feel the relationship is between the search and the thing? And what gives you that confidence?

• 27:57Speaker 01

  There have been a lot of examples where people have correlated searches with real-world behaviors. So there's one study that compares searches for suicide, and these correlate highly with actual suicides. And the Google searches for suicide correlate much higher than surveys for suicide. I've done research on, you can predict how many people will turn out to vote based on whether people search where to vote or how to vote before an election. These correlate higher and much higher than surveys with how many people actually turn out to vote. These crazy searches kill Muslims, like these really nasty searches about Muslims. I've shown with Evan Soltes, then at Princeton, that these correlate with hate crimes against Muslims. So I think the fact that over and over again,

• 28:39Speaker 01

  they correlate and usually correlate much stronger than other data sets, is proof that even some of the stranger searches have real information in them.

• 28:48Stephen J. Dubner?

  Real information that may, in some cases, be useful.

• 28:53Speaker 01

  So if you're talking about people who search kill Muslims or I hate Muslims, this is not, you know, your average American. This is someone with extreme animosity and rage and violent thoughts. So this kind of a unique sample of people, even if it's small, would be basically impossible to capture in a survey or to find in a university laboratory experiment. But because Google searches have everybody, they also have this small, tiny mob. And we can study really, for maybe the first time, what actually inflames an angry mob and what actually calms down an angry mob.

• 29:32Stephen J. Dubner?

  As we heard earlier, anti-Muslim searches rose when President Obama was trying to calm things down after the San Bernardino attack.

• 29:39Speaker 06

  ISIL does not speak for Islam. They are thugs and killers.

• 29:44Stephen J. Dubner?

  But in the last few minutes of that speech, the president changed tack.

• 29:49Speaker 01

  Obama talked about how Muslim Americans are American heroes.

• 29:54Speaker 06

  Muslim Americans are our friends and our neighbors, our coworkers, our sports heroes. And yes, they are our men and women in uniform who are willing to die in defense of our country.

• 30:07Stephen J. Dubner?

  A nation of Googlers also changed tack.

• 30:10Speaker 01

  You saw for the first time in many years, the top descriptor of Muslims on Google was not Muslim terrorists or Muslim refugees. It was Muslim athletes and Muslim soldiers. They both skyrocketed and stayed up about a week afterwards.

• 30:24Stephen J. Dubner?

  He was collaborating on this project with Evan Soltas.

• 30:27Speaker 01

  So what Evan and I concluded was maybe lecturing people is not the best way to change their mind or to calm them down if they're enraged. But subtly provoking their curiosity, offering a new description of a group that is causing them so much angst is maybe more effective. And then we wrote this up in the New York Times. It got some attention. And I think possibly someone from Obama's staff read it because a few weeks later, he gave another speech at a Baltimore mosque.

• 30:59Speaker 09

  Please be seated.

• 31:01Speaker 01

  And he really stopped with all the lectures and the sermon. And he instead focused much more on the curiosity provoking. So he talked about how not just Muslim athletes and Muslim soldiers, but he talked about Muslim firefighters and Muslim teachers and how Thomas Jefferson had a copy of the Quran and how Muslim Americans built the skyscrapers in Chicago.

• 31:25Speaker 06

  Generations of Muslim Americans helped to build our nation. They were part of the flow of immigrants who became farmers and merchants.

• 31:34Speaker 01

  So he kind of doubled down or quadrupled down on this curiosity strategy. And it does seem like right after these words were spoken, the angry searches about Muslim Americans actually went down. So there's a drop in searches for kill Muslims and I hate Muslims after Obama gave this speech.

• 31:53Stephen J. Dubner?

  Stephen Davidowitz's book is stuffed with examples of the behaviors that, according to him, everybody lies about, especially on traditional surveys. So, we recruited some Freakonomics Radio listeners, promised them anonymity, and asked them some typical survey questions, and we asked Stephen Davidowitz to predict what they would say.

• 32:17Stephen J. Dubner?

  So, if we asked people how frequently they have sex, what do you think they would say?

• 32:24Speaker 01

  I think men will say about 1.5 times a week, and women will say about 1s a week.

• 32:29Speaker 11

  Oh, varies from week to week, maybe 1s or 2s a week, if I'm supposed to average it.

• 32:36Speaker 10

  I would say, maybe 3 or 4 times a month, several times per week.

• 32:42Stephen J. Dubner?

  And then, how does that compare to the reality, as best we know?

• 32:44Speaker 01

  I think that they'll both be exaggerating how often they're having sex.

• 32:47Stephen J. Dubner?

  And how do you know that they're exaggerating?

• 32:49Speaker 01

  I did this comparison. The General Social Survey asked men and women how frequently they have sex and whether they use a condom. And if you do the math on that, then, American men said they use 1.6 billion condoms in heterosexual sexual encounters. And American women use 1.1 billion condoms in heterosexual sexual encounters. And obviously, those by definition have to be the same, right? So, like, you know already that someone's lying. But then, I got data from Nielsen on how many condoms are sold every year in the United States, and only 600 million condoms are sold every year. And that doesn't mean that they're lying about how much sex they're having. They might just be having more unprotected sex. But if you actually look at, like, the best math on how frequently people get pregnant, if people are having as much unprotected sex as they say they're having,

• 33:34Speaker 01

  there'd be more pregnancies every year in the United States.

• 33:36Stephen J. Dubner?

  Right. Although, then you have to factor in terminations as well, correct?

• 33:40Speaker 01

  Yeah, even including how many abortions there are.

• 33:42Stephen J. Dubner?

  So, in other words, bottom line is people lie a lot, to a significant degree. Like, what would you put the rate of exaggeration at for sex generally? Sex frequency?

• 33:49Speaker 01

  Like, 3 to 1 for men, and 2 to 1 for women.

• 33:52Stephen J. Dubner?

  Wow. If we asked people if they watch pornography, what will they say? And how accurate will that be?

• 33:59Speaker 01

  I thought that everybody would say yes, because I thought that, in this day and age, at least the males would be OK saying that they watch pornography.

• 34:08Speaker 12

  No, no, no.

• 34:09Speaker 13

  Yes. Is everybody just saying no?

• 34:12Speaker 11

  On occasion. I think everybody has urges that need to be fulfilled.

• 34:17Speaker 12

  I had no clue you guys would ask me that. I just don't, I never have.

• 34:23Speaker 01

  Well, maybe it makes up about 20% of pornography views now. So that's probably some deception there.

• 34:30Stephen J. Dubner?

  So we asked a bunch of people if they think Super Bowl ads make them more likely to buy the product that's being advertised. What do you think they'll say? And what's the reality?

• 34:39Speaker 01

  I think they'll probably say no, because people don't like to think that they're influenced by ads.

• 34:44Speaker 13

  No.

• 34:45Speaker 12

  No.

• 34:45Speaker 11

  No.

• 34:46Speaker 12

  No.

• 34:47Speaker 13

  I think they increase the awareness, but I don't find many of the Super Bowl ads relevant to me.

• 34:53Speaker 14

  When I'm looking to buy a product, I don't at least consciously think that I get my information for it from commercials.

• 35:01Speaker 01

  The reality is definitely yes. The way people have studied this is comparing product purchases in cities of teams that made it versus cities that just missed the Super Bowl. So you get a big shock to viewership, and those cities end up buying those advertised products much more. So they're clearly very effective.

• 35:20Stephen J. Dubner?

  All right, Seth, I think you make a very persuasive argument that Google's search data is a great tool to figure out who we are and what we care about and so on, especially when it's not going to be revealed in a more traditional way. But obviously, Google's search data hardly reveals everything. So I'd like you to just tell us one thing that's provocative, or embarrassing, or surprising about you that we will never, ever be able to learn from a Google search. How does it feel now?

• 35:54Speaker 01

  Yeah.

• 35:57Speaker 01

  One thing that's embarrassing or surprising about me that you never learn from a Google search?

• 36:11Stephen J. Dubner?

  You have to get back to us on that? You want to get back to us by email? We can note that there were like 18 seconds of incredibly awkward silence followed by an email a week later. Yeah. That's fine. Okay.

• 36:24Stephen J. Dubner?

  A week later to the day, Seth Stephens Davidowitz did send an email. Subject line, embarrassing thing I have never Googled. The email read, quote, "I am embarrassed and insecure about how I sleep. I've been told I twitch and jerk like a maniac. For some reason, I have never Googled this particular issue, but it is possible someone who has shared a bed with me has. In case you are curious, the top three Googled complaints about male partners are that he talks, twitches, and jerks in his sleep. The top three Googled complaints about female partners are that she talks, farts, and masturbates in her sleep." End quote. That's our show for today. Thanks for listening.

• 37:08Stephen J. Dubner?

  Again, Seth Stephens Davidowitz's book is called Everybody Lies. Next time on Freakonomics Radio.

• 37:15Speaker 15

  Hi, this is Steve Ballmer. I am retired CEO of Microsoft.

• 37:20Stephen J. Dubner?

  Steve Ballmer's new project? It's a sort of fiscal colonoscopy on the American government.

• 37:27Speaker 15

  If I'm a citizen, I don't want to know just where the government got its money, from whom, and where it spent it. But is it working at all? Or at least, what activity is it generating?

• 37:36Stephen J. Dubner?

  He's also a little bit excited about owning a professional basketball team.

• 37:40Speaker 15

  Hoopers, hoopers, hoopers.

• 37:43Stephen J. Dubner?

  That's next time on Freakonomics Radio.

• 37:48Stephen J. Dubner?

  Freakonomics Radio is produced by WNYC Studios and Dubner Productions. This episode was produced by Christopher Wirth. Our staff also includes Shelley Lewis, Merritt Jacob, Greg Rosalsky, Stephanie Tam, Eliza Lambert, Alison Hockenberry, Emma Morgenstern, Harry Huggins, and Brian Gutierrez. We had engineering help this week from Matt Fidler and Rick Quan. Thanks also to our anonymous survey panel. You know who you are. You can subscribe to Freakonomics Radio on Apple Podcasts, Stitcher, or wherever you get your podcasts. You should also check out our archive at Freakonomics.com, where you can stream or download every episode we've ever made. You can also read the transcripts and look up the underlying research. Finally, you can find us on Twitter, Facebook, or even via email at [email protected].

• 38:40Stephen J. Dubner?

  Freakonomics Radio is sponsored by Ozempic. Innovation happens through rethinking what's possible. And when it comes to GLP-1s, Ozempic pill does just that. Learn more about Ozempic semaglutide tablets, 4 and 9mg, by calling 1-833-OZEMPIC or visit Ozempic.com to view the medication guide and ask your doctor what's possible with FDA-approved Ozempic pill. Freakonomics Radio is sponsored by Southern Company. The world and its energy needs are always changing. Southern Company's commitment to meeting this demand stays the same. That's because Southern Company believes energy is more than a utility, it's what powers possibilities.

• 39:25Stephen J. Dubner?

  So they are looking ahead and investing $80 billion in infrastructure upgrades and are committed to fueling growth in ways that benefit all customers so that reliable and affordable energy is accessible for generations to come. Go to southerncompany.com to learn more. Southern Company: building the future of energy.

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• 40:06Speaker 17

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• 40:19Speaker 19

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