How Animal Spirits Affect the Economy

March 3, 2025—Viral narratives could be the missing link between emotions and economic fluctuations
Storytelling is central to how we interpret economic events. We recall economic history through haunting images of anxious crowds waiting to take money out of banks during the Great Depression or dejected office workers carrying cardboard boxes out of Lehman Brothers in 2008.

We gauge inflation by comparing shopping baskets with friends and family. We grapple with the consequences of artificial intelligence by channeling our hopes and fears into science fiction.

Storytelling is central to how we interpret economic events. We recall economic history through haunting images of anxious crowds waiting to take money out of banks during the Great Depression or dejected office workers carrying cardboard boxes out of Lehman Brothers in 2008. We gauge inflation by comparing shopping baskets with friends and family. We grapple with the consequences of artificial intelligence by channeling our hopes and fears into science fiction.

But do stories themselves influence the economy? This idea has a long precedent in economic thought. John Maynard Keynes wrote extensively about how "animal spirits"-nstincts and emotions that influence behavior-prompt people's economic actions, like spending or investing in businesses. He argued that these herd emotional urges lie at the heart of economic booms and busts.

Taking this idea one step further, Robert Shiller, an economist at Yale University, has pushed for a more detailed study of economic narratives-the contagious stories that shape how individuals view the economy and make decisions. Shiller hypothesizes that sufficiently popular narratives can go viral and have society-wide impact (Shiller 2020).

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Source: IMF.org