Economists generally accept as a given the old adage that there's no accounting for tastes. Gary Becker disagrees, and in this new collection he confronts the problem of preferences and values: how they are formed and how they affect our behavior. He observes, for example, that adjacent restaurants, which have roughly the same quality of food and similar prices, may differ greatly in the number of customers they are able to attract. Why is one invariably full, while the other has seats to spare? And why is it that the profits of tobacco companies may rise when consumption falls? The answers to these and many other questions about people's consumption patterns, Becker argues, have to do with the way preferences and values are shaped. Although these are central topics of social behavior, they have never been addressed in a systematic and analytical way. Becker applies the tools of modern economic analysis to just this topic, one that economists have traditionally left out of their models for rational choice. As Becker observes, once people's basic needs for food, shelter, and rest are met, their consumption depends very much on how their tastes are formed - on childhood experiences and on social and cultural influences. For many kinds of behavior, there is a strong positive effect of past behavior on current behavior, and there are strong peer effects. Thus, whether a person currently smokes or uses drugs depends significantly on whether he has smoked or taken drugs in the past. And his choice of music, movies, and books depends to a large extent on what his friends and associates have to say about them. Becker argues that, for a large class of behavior, decisions on what to consume arenot independent of one another but are interdependent. He incorporates past experiences and social influences into preferences or tastes through two basic capital stocks, which he calls personal capital and social capital. At any moment in time, what a person wants depends not only on the menu of goods he can choose from and their prices but also on his current stock of personal and social capital. Behaviors that raise or lower these stocks (trying out the popular new drug, joining on upscale health club) will change his future desires and choices.

Standardization is one of the defining aspects of modern life, its presence so pervasive that it is usually taken for granted. However cumbersome, onerous, or simply puzzling certain standards may be, their fundamental purpose in streamlining procedures, regulating behaviors, and predicting results is rarely questioned. Indeed, the invisibility of infrastructure and the imperative of standardizing processes signify their absolute necessity. Increasingly, however, social scientists are beginning to examine the origins and effects of the standards that underpin the technology and practices of everyday life. Standards and Their Stories explores how we interact with the network of standards that shape our lives in ways both obvious and invisible. The main chapters analyze standardization in biomedical research, government bureaucracies, the insurance industry, labor markets, and computer technology, providing detailed accounts of the invention of "standard humans" for medical testing and life insurance actuarial tables, the imposition of chronological age as a biographical determinant, the accepted means of determining labor productivity, the creation of international standards for the preservation and access of metadata, and the global consequences of "ASCII imperialism" and the use of English as the lingua franca of the Internet. Accompanying these in-depth critiques are a series of examples that depict an almost infinite variety of standards, from the controversies surrounding the European Union's supposed regulation of banana curvature to the minimum health requirements for immigrants at Ellis Island, conflicting (and ever-increasing) food portion sizes, and the impact of standardized punishment metrics like "Three Strikes" laws. The volume begins with a pioneering essay from Susan Leigh Star and Martha Lampland on the nature of standards in everyday life that brings together strands from the several fields represented in the book. In an appendix, the editors provide a guide for teaching courses in this emerging interdisciplinary field, which they term "infrastructure studies," making Standards and Their Stories ideal for scholars, students, and those curious about why coffins are becoming wider, for instance, or why the Financial Accounting Standards Board refused to classify September 11 as an "extraordinary" event.