Jayden Huh

  

Volume 10 | Issue II | June 2026

Choate Rosemary Hall ’27

Connecticut, United States

  

Buyer Beware! While exploring the question, “Why don’t people always make the rational choice when purchasing goods?” I eventually discovered my passion for behavioral economics. I was deeply intrigued by the fact that human choices are significantly influenced, not only by rational calculations, but also by psychological biases, framing effects, and social environments. As someone with a strong enthusiasm for economics and policy, I find the study of economics fascinating because it applies to real-world situations people encounter daily, such as how money flows through an economy. However, in capitalist societies, the free-flowing mechanisms still have to be governed, ironically, due to conflicts of interest and human incentives. Writing this research paper for The Schola reaffirmed my belief that effective policies are necessary to protect consumers from easily manipulated online marketplaces, especially in online reviews. While educating consumers is also a valid option, there must be an infrastructure or oversight to address organized harm to buyers. I am eager to continue studying these issues and evaluate ways to help consumers recognize the hidden tricks used against them. I am happy to be a part of this process as I finish my time at Choate, looking forward to what’s to come.