Part 4: Jonathan Rose at Climate, Buildings and Behavior, May 2010

Jonathan Rose continues his discussion of human behavioral tendencies. He mentions the prevalence of lose aversion as well as the existence of heard mentality within human communities and its relation the ability of one strong voice in a community to have a significant impact on its activity as a whole. Additionally, Rose asserts that the framing of messages and the meta-environment in which they are made apparent can greatly alter the responses they elicit.