Many economists study how people's choices reflect their inner preferences. If i like one product rather than another, i buy the product i like. Hiding the way we feel can serve as social lubricant. It helps keep the peace. But what appens when such behaviour multiplies beyond the individual to entire societies? What happens when large numbers of people disagree with something that is happening, but each of them, in their own hearts, says, you know what? Forget it. I'm just going to smile and go along. Even worse, what happens when large number of people say the opposite of what they really feel - perhaps because they are afraid of what might happen if they spoke the truth