Research has shown that we certainly possess risk aversion. Ambiguity aversion should be considered its hidden twin in the proliferate duo that is worth understanding for your business. An awareness of this principle is certainly important enough to add to Paradigms I Follow .

It is simply this: Being psychologically prohibited to expanding decision options because of ambiguity. See, you can have a two or more choices in front of you with greater/lesser/equal worth in the end. You will most likely choose the one which requires the smallest amount of thinking. Please check out the Thirteen.org video that ...