32. 3. 認知的負荷や機会費用を減らす
コンテクストが変われば、代替案を選ぶ費用も変わる
Need: Transportation to the local shopping district.
Motivation/Urgency: Low.
Environment: Home.
Alternatives: Online schedule through PC, driving, showing up at the station and asking
an attendant, calling a friend.
平常時
緊急時
Need: Transportation to an unfamiliar neighborhood.
Motivation/Urgency: Very high.
Environment: On the street, rushing to the station.
Alternatives: Maps at the BART station, showing up at the station and asking an
attendant or fellow passenger, calling a friend.