(natia) ZIMBARDO

Tavi 9 / kognituri procesebi
354
cxrili 9.7
mxareebi. bolos dasviT kiTxva: `misaRebia Tu
ara es arCevani?~ es Tqveni kritikuli azrovnebis
unarebis ganviTarebis mniSvnelovan safexurs
warmoadgens.
arCevanis forma
fsiqologiuri faqtorebis gavlena gadawyvetilebis miRebaze
nawili 1: upiratesobis miniWeba nawili 2: uaryofa
1. warmoidgineT, rom sagazafxulo Svebulebis
dros apirebT erTi kviriT sadme Tbil
adgilas wasvlas. Tqven gaqvT ori arCevani,
romelic iafi gijdebaT. turistul bro-
SuraSi am ori adgilis Sesaxeb mocemuli
informacia sakmaod mwiria. mocemul informaciaze
dayrdnobiT, romel adgils amoir-
CevdiT dasasveneblad?
adgili A saSualo amindi
saSualo sanapiro
saSualo donis sastumro
wylis zomieri temperatura
RamiT zomieri garToba
adgili B bevri mzis sxivebi
brwyinvale sanapiroebi da
marjnis rifebi
ultraTanamedrove sastumro
Zalian civi wyali
Zalian Zlieri qari
RamiT aranairi garToba
gadawyvetilebis miRebis erT-erT yvelaze
bunebriv gzas imis gansazRvra warmoadgens, Tu
romeli arCevani mogvitans udides sargebels,
an umcires danakargs. ase rom, Tu SemogTavazeben
5 an 10 dolars, yovelgvari yoymanis gareSe
mixvdebiT, rom ukeTesia 10 dolaris arCeva.
situacias arTulebs is, rom sargeblis da danakargis
aRqma xSirad damokidebulia imaze, Tu
ra formiTaa arCevani mocemuli. „forma~ warmoadgens
arCevanis detalur aRweras. warmoidgineT,
rom gekiTxebian: `ramdenad gagaxarebdaT xelfasis
gazrda 1 000 dolariT?~ Tu Tqven ar
elodebodiT xelfasis momatebas, es didi miRweva
iqneba da Zalian gagabednierebT, magram manamde
Tu ramdenimejer Segpirdnen xelfasis 10 000
forma (Frame) – arCevanis gansakuTrebuli aRwera.
gadawyvetilebis miRebaze da arCevanis gake-
Tebaze gavlenas axdens arCevanis formulireba,
misi ama Tu im kuTxiT warmodgena.
2. warmoidgineT, rom sagazafxulo Svebulebis dros
apirebT erTi kviriT sadme Tbil adgilas wasvlas.
Tqven gaqvT ori arCevani, romelic iafi gijdebaT.
Tqven orive dajavSnuli gaqvT, magram erT-erTi
unda gaauqmoT. turistul broSuraSi am ori adgilis
Sesaxeb mocemuli informacia sakmaod mwiria.
mocemul informaciaze dayrdnobiT romeli adgilis
javSans gaauqmebdiT?
adgili A saSualo amindi
saSualo sanapiro
saSualo donis sastumro
wylis zomieri temperatura
RamiT zomieri garToba
adgili B bevri mzis sxivebi
brwyinvale sanapiroebi da
marjnis rifebi
ultraTanamedrove sastumro
Zalian civi wyali
Zalian Zlieri qari
RamiT aranairi garToba
dolariT gazrdas, maSin rogor xasiaTze dadgebiT?
uecrad SeiZleba iseTi gancda dageufloT,
TiTqos fuli dakargeT, radgan 1 000
dolari gacilebiT naklebia, vidre Tqven elodiT;
Tumca, orive SemTxvevaSi 1 000 dolariT
mets miiRebdiT weliwadSi _ obieqturad, Tqven
zustad erTnair mdgomareobaSi iqnebodiT, magram
fsiqologiuri efeqti Zalian gansxvavebulia.
ai, ratom aris mniSvnelovani orientirebi
gadawyvetilebis miRebisas (Kahneman, 1992). ras
ganvixilavT mogebad da ras _ danakargad,
nawilobriv, ganisazRvreba molodinebiT 1 000
dolaris an 10 000 dolaris momateba _ romelzec
orientirebulia adamiani (am SemTxvevaSi gadawyvetileba
SeiZleba exebodes samsaxurSi dar-
Cenas).
axla ganvixiloT SedarebiT rTuli magaliTi,
romelSic `formireba~ ufro mniSvnelovan
gavlenas axdens gadawyvetilebis mi-
Rebaze. 9.8 cxrilSi Tqven filtvis simsivnis
mkurnalobis meTodis arCeva gevalebaT _
operacia an radioTerapia. pirvelad waikiTxeT
`gadarCenis~ formiT warmodgenili problema
da airCieT mkurnalobis strategia; Semdeg ki
`sikvdilianobis~ formiT gadmocemuli igive