Moreira, P: Mental Frames and Human Decisions

Human decisions are often far from rational. Although the normative models of decision are still valid as research frameworks and performance standards, research consistently showed that neither the decision patterns are coherent with the rational normative model nor the decisions seem consistent enough for a general theory of decision to be developed. This thesis is focused on the mental frames or determinants that produce specific patterns of decision, discussing three main themes: (1) risk perception, the psychological dimension of risk, risk preferences and implications on decisions; (2) cultural determinants, the influence of the cultural background in the production of different decision patterns from equivalent decision problems, ∧ (3) cognitive determinants, fundamental factors which influence on decisions extends beyond cultural differences. The results show that risk perception is influenced by the time length of the foreseeable consequences (stealth risks were perceived as higher threats than catastrophic risks), with potential relevance to the fields of Economics, Management, Marketing and Behavioural Sciences.