By JOHN TIERNEY
Published: January 1, 2008
"Thanks to availability entrepreneurs, misinterpreting the weather is getting easier and easier."
"Today's interpreters of the weather are what social scientists call availability entrepreneurs: the activists, journalists and publicity-savvy scientists who selectively monitor the globe looking for newsworthy evidence of a new form of sinfulness, burning fossil fuels."
Availability entrepreneurs? So now availability is a market good?
"When judging risks, we often go wrong by using what's called the availability heuristic: we gauge a danger according to how many examples of it are readily available in our minds. Thus we overestimate the odds of dying in a terrorist attack or a plane crash because we've seen such dramatic deaths so often on television; we underestimate the risks of dying from a stroke because we don't have so many vivid images readily available."
"Slow warming doesn't make for memorable images on television or in people's minds, so activists, journalists and scientists have looked to hurricanes, wild fires and starving polar bears instead. They have used these images to start an "availability cascade," a term coined by Timur Kuran, a professor of economics and law at the University of Southern California, and Cass R. Sunstein, a law professor at the University of Chicago."
"The availability cascade is a self-perpetuating process: the more attention a danger gets, the more worried people become, leading to more news coverage and more fear. Once the images of Sept. 11 made terrorism seem a major threat, the press and the police lavished attention on potential new attacks and supposed plots. After Three Mile Island and "The China Syndrome," minor malfunctions at nuclear power plants suddenly became newsworthy."
So the availability heuristic is used to create an availability cascade that can be used by availability entrepreneurs to deceive us.
