In general, holding people accountable for outcomes tends to increase the following:69 • Focus on outcomes with a higher certainty, which is known as ambiguity aversion. • Collection and use of all information (both useful and useless). • Preference for compromise options. • Selection of products with average features on all measures over a product with mixed features (i.e. average on four traits, preferred to good on two and bad on two). • Degree of loss aversion that people display.
