Vliv kognitivních předsudků na ochotu platit za prevenci změny klimatu

In spite of media reporting about both the billions of tons of CO2 emitted to the atmosphere every year and the expected rising trajectory of the global temperatures, the mandate of the political representation to implement corresponding measures seems to be limited. Probably, the tragedy of commons together with cognitive bias underestimating large abstract threads are to blame. The hypothesis of this thesis states that presenting information about global issues at the very personal easy-to-imagine perspective is decreasing cognitive biases related to large abstract figures and such presentation substantially increases willingness to pay (WTP) of the individuals to prevent climate change. Methodologically, a survey-based stated preference (SP) technique allows us to estimate the economic value that people attach to prevent climate change. A contingent valuation method will be used to investigate how much respondents would be willing to pay for a hypothetical scenario of a milder trajectory of climate change. Such a survey will be carried out on a sample of 2 groups of respondents, with one set of options presented with a usual information about climate change from the media and second with a very comprehensive personal approach that is easy to relate to. Specifically, an illustration with an individual's own representatively proportional share of Earth will be utilized. Confirmation of the hypothesis would enable to propose how to raise awareness about impacts of climate change in a more targeted and effective way