ladderprincipe

The ladder principle is a behavioral economics concept that explains how people make decisions in uncertain or risky situations. This principle was first introduced by psychologist Barry Schwartz and economist Russell Kahn in 1993. The basic idea is that people tend to make choices based on what they think is the "right" or "optimal" decision, rather than what actually gives them the best outcome in a given situation.

In situations where there are many options available, people tend to start at the top of the ladder and work their way down, rather than evaluating all options simultaneously. This leads to suboptimal choices, as people often overemphasize the importance of certain factors over others. For example, in the case of an investment decision, someone might focus solely on the potential for high returns, without considering the associated risks, because the high returns are at the top of the mental ladder.

The ladder principle explains why people often regret their decisions, even if they seemed rational at the time. It also highlights the importance of framing and presentation in decision-making. Schwartz and Kahn argue that the way choices are presented can profoundly influence the decisions people make, often in ways that are not immediately apparent.

Critics of the ladder principle argue that it oversimplifies the complexities of human decision-making, while proponents argue that it helps to illuminate the psychological factors that influence people's choices in uncertain situations. The ladder principle is a framework that has been used to explain a range of phenomena, from consumer behavior to policy choices, and continues to be studied and debated in the fields of behavioral economics and psychology.