Applying physics to understand human behavior is same as applying human intuition to explain physics. Any correlations found, which are anyway "fitted", are bou

Applying physics to understand human behavior is same as applying human intuition to explain physics. Any correlations found, which are anyway "fitted", are bound to breakdown. Firstly we don't understand physics fully. We have only more breadcrumbs but no answer to the ultimate "why", and are basically unable to answer a pesky kid who keeps repeating that. Now, we are applying this to explain another equally intractable problem, that of understanding human behavior. It is a strange case of reductionism. I wonder why people engage in such futile activities. May be this line in the article is the answer. > Results like these have obvious value for corporate marketers. A bunch of maths equations and charts presented in the form of a paper that promises to crack the human behavior with further research is too good for the corporates to let go. Ergo funding. Well done. I won't be surprised if all this started out as a joke that the corporates lapped up. To be clear, there is nothing wrong with trying to quantify an observation or a phenomenon, and in fact is always welcome, but bringing in incongruent things into the mix reduces the gravity.