Beets are emerging as 2012's most controversial root vegetable. I am pro-beet, and would posit that they are the vegetable analogue to pork belly (which I am agin). Justin Wolfers, an Australian economist, points to this piece from his archives:

Why is it that American and Australian children have such different reactions to such a simple vegetable? The rest of our diets are pretty similar; our upbringing is similar, and so are the broader social and economic milieus which shape us. Yet the same food elicits starkly different reactions. Why?

And the Beet Paradox forces all of us economists to ask: Can we really treat preferences as exogenous and stable?


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