ABSTRACT
Niccola Machiavelli, author of The Prince, wrote, 'There is nothing more difficult to carry out, nor more doubtful of success, nor more dangerous to handle, than to initiate a new order of things. For the reformer has enemies in all those who profit from the old order, and only lukewarm defenders in those who would profit from the new order. Scientists at Center for Research on Environmental Decisions have been working to understand the mental processes that shape human choices, behaviours and attitudes. Understanding why people behave differently when presented with simple choices is a field of study located at the crossroads of psychology and economics, which discovered that humans often carry a number of biases that greatly affect decision-making. Humans often have a strong desire to feel in control – so much so that acquiring a feeling of control is usually deemed essential for survival. Eliminate control and people experience depression, stress and even the onset of disease.
