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Consider This: Option Awareness and the Psychology of What We Consider
The standard economic view suggests that people will commit to an action if the expected benefits outweigh the costs. But the authors show that this model is incomplete in an important way: It overlooks how actions come to mind. Before you weigh the costs and benefits of an action, what cognitive processes lead you to think of it in the first place? They show that, if we can understand what leads people to consider a particular action, we can design interventions that lead them to think of different possibilities.