Иллюзия выбора: Кто принимает решения за нас и почему это не всегда плохо. Касс Санстейн

Mullainathan & Eldar Shafir, Scarcity (2013).

      21

      См., напр.: Anuj K. Shah et al., Some Consequences of Having Too Little, 338 Science 682, 682 (2012) (о борьбе за внимание индивидуума и ее влиянии на принятие решений). Весьма поучительная книга Барри Шварца «Парадокс выбора» (М.: Добрая книга, 2005) детально исследует проблему «избыточного выбора». Автор утверждает, что человеку зачастую лучше иметь меньше выбора, чем больше. Несмотря на то, что я исследую другую тему, проблема избыточного выбора тесно с ней связана, и я сам очень много узнал (это будет легко заметить) из исследований Шварца.

      22

      См.: Eric J. Johnson & Daniel G. Goldstein, Decisions by Default, The Behavioral Foundations of Policy 417, 425 (Eldar Shafir ed., 2013) (о том, как действующие по умолчанию правила помогают решить проблему с недостатком донорских органов и увеличить пожертвования).

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