(natia) ZIMBARDO

Tavi 9 / kognituri procesebi
356
cxrili 9.9
gadawyvetilebis aversia
A. warmoidgineT, rom Tqven `sidipleeris~ yidvas
apirebT, magram gadawyvetili ar gaqvT, Tu romeli
modeli iyidoT. maRaziaSi, sadac gamocxadebulia
erTdRiani fasdakleba. isini gTavazoben popularuli
firmis _ SONY-s `sidipleers~ sul raRac
99 dolarad, rac sakmaod iafia mis Tavdapirvel
fasTan SedarebiT. rogor moiqceviT?
1. iyidiT SONY-s `sidipleers~.
daicdiT, sanam ar gaerkveviT sxva modelebSi.
B. warmoidgineT, rom Tqven `sidipleeris~ yidvas
apirebT, magram gadawyvetili ar gaqvT, romeli
modeli iyidoT. maRaziaSi, sadac gamocxadebulia
erTdRiani fasdakleba, gTavazoben popularul
firmis _ SONY-s `sidipleers~ sul raRac 99
dolarad da umaRlesi xarisxis AIWA `sidipleers~
159 dolarad. orive modelis fasi bevrad ufro
dabalia maT Tavdapirvel fasTan SedarebiT. rogor
moiqceviT?
1. iyidiT AIWA -s `sidipleers~.
2. iyidiT SONY-s `sidipleers~.
daicdiT, sanam ar gaerkveviT sxva modelebSi.
Tqven axali manqanis yidvas apirebT. gamyidveli
Seecdeba, yvelaferi warmogidginoT mogebis
kuTxiT: `qsenoni~-s 78%-s SekeTeba ar sWirdeba
pirveli wlis ganmavlobaSi!~ Tqven SegiZliaT
mis mier mowodebuli informaciis perefrazireba:
,,22%-s esaWiroeba SekeTeba pirvel wels!~
cvlis Tu ara axali formulireba Tqven mier
situaciis aRqmas? es savarjiSoa, romelic realur
cxovrebaSi gamogadgebaT.
manqanis gamyidvelis SemTxveva im situaciis
saukeTeso magaliTia, rodesac viRac cdilobs
informaciis iseTi formiT mowodebas, romelic
saSualebas miscems mas, sasurveli gavlena
moaxdinos Tqvens gadawyvetilebaze. aseTi ram
sistematurad xdeba Cvens cxovrebaSi. magaliTad,
yovelTvis, arCevnebis moaxloebisas, ori mowinaaRmdege
kandidati cdilobs sakuTari Tavisa
da sxvadasxva sakiTxebis Sesaxeb informacia
warmoadginos ise, rom amomrCevelTa simpaTia
daimsaxuros. erTma kandidatma SeiZleba Tqvas:
`vTvli, rom unda gavagrZelo im politikis
gadawyvetilebisTvis Tavis arideba (aversia)
(Decision aversion) _ gadawyvetilebis miRebisagan
Tavis aridebis tendencia; rac ufro rTulia
gadawyvetilebis miReba, miT metia misgan ganridebis
albaToba.
gatareba, romelsac dRemde warmateba moaqvs~ ;
oponents SeuZlia mis sawinaaRmdegod Tqvas,
rom ,,mas eSinia axali ideebis.~ erTi kandidati
SeiZleba ambobdes: ,,es politika ekonomiur
aRmavlobamde migviyvans.~ misi oponenti ki
SeiZleba SeewinaaRmdegos: ,,es politika sazianoa
garemosaTvis.~ xSir SemTxvevaSi orive marTals
ambobs _ erTi da igive politika SeiZleba
ekonomikisaTvis kargi aRmoCndes, magram garemosTvis
_ saziano. aseT dros formis damajereblobas
mniSvnelovnad gansazRvravs adamianis
biografia (Tversky & Kahneman, 1981; Vaughan & Seifert,
1992). amgvarad, gadawyvetilebis miRebaze
gamonaTqvamis formulirebis gavlenis codna
dagexmarebaT imis gagebaSi, Tu ra ganapirobebs
msgavs situaciebSi erTmaneTisagan radikalurad
gansxvavebuli gadawyvetilebebis miRebas. Tu
Tqven sxva adamianebis qcevis gagebis survili
gaqvT, SeecadeT ifiqroT imaze, Tu rogor
moaxdines am adamianebma gadawyvetilebis formireba.
gadawyvetilebisTvis Tavis arideba
(aversia)
warmoidgineT, rom Tqven didi Sromis Semdeg
sxvadasxva kuTxiT SeafaseT alternativebi. ra
moxdeba Semdeg? SeiZleba aRmoaCinoT, rom ar
gindaT gadawyvetilebis miReba. 9.9. cxrilSi
aRwerilia iseTi pirobebi, romlebmac SeiZleba
gamoiwvion gadawyvetilebis miRebis survilis
dakargva. ganvixiloT A nawilSi mocemuli
situacia, ras airCevdiT? mkvlevrebma aRmoaCines,
rom mxolod cdis pirTa 34% ambobs, rom
moicdian, sanam ufro met informacias ar
miiReben (Tversky & Shafir, 1992); axla ganvixiloT
B nawilSi aRwerili odnav Secvlili situacia.
gsurT Tu ara Tqveni arCevanis Secvla? sinamdvileSi
cdis pirTa 46%, vinc es varianti
waikiTxa, ambobs, rom daicdis, sanam damatebiT
informacias ar miiRebs. ra xdeba? (rogor ggoniaT,
ratom?) Cveulebriv, Tqven eliT, rom axali
alternativis damateba Seamcirebs sxva alternativis
xvedriT wils. Tu magaliTad, politikur
arenaze Semodis mesame kandidati, savaraudoa,
rom igi xmebis garkveul raodenobas
waarTmevs pirvel ors; Tumca, am SemTxvevaSi
mesame SesaZleblobis gaCena 12%-iT zrdis erTerTi
pirveli arCevanis xvedriT wils. ra xdeba?