Читать книгу Sustainable Management for Managers and Engineers - Группа авторов - Страница 31

Slight changes in the environment may have a significant impact on the final choice. Tversky and Kahneman [TVE 74] claim that availability is an important heuristic for determining choice. People do not have access to the same information to the same degree and the more accessible the information, the more frequently it is considered. Collecting information occurs mostly at the unconscious level. However, decisions on how to use information with different levels of accessibility are made at the conscious level [GOL 99]. Depending on how important a decision is and how much a person wants to avoid bias and error, an individual will decide whether to access layers of information stored at less accessible levels. In this way, the term cognitive availability arises to refer to the information that is potentially accessible to the individual, but not currently available [TVE 73].

The information available currently defines the decision environment. Small changes in the disclosed information may encourage better behavior. This knowledge can be used in several areas to highlight features in order to improve consumer behavior, such as environmentally sensitive production practices, nonanimal testing, or sustainability consciousness.