Читать книгу Sustainable Management for Managers and Engineers - Группа авторов - Страница 30

Simplification is always the first step in the decision-making process. If you want to make someone do something, make it simple and easy. The message or action should be short and focused on improving efficiency.

Simplification heuristics are generally used due to constraints of cognitive resources, attention, processing capacity, and memory [HIR 01]. Individuals often ignore information and create intentional selective barriers to focus only on some relevant features of the decision process [GOL 99].

Nudging initiatives based on simplification must be easy but reliable. For instance, Newell and Siikamäki [NEW 14] demonstrate that simple information, such as on energy efficiency labels, is the most important element pointing to cost-efficient energy investments. Even when there are several relevant elements, individuals tend to use an aggregator indicator to make their decisions. For example, energy companies often provide indicators of energy consumption to encourage better usage. To be effective, information should be simple and the recommended action should also be easy to follow.