Preferences and Expectations
From the fund of knowledge people define their preferences
and expectations, which reflect the culturally defined
constraints and opportunities that shape individual actions.
Expectations refer to an individual's assessment of how likely
he or she will achieve personal goals. This assessment can
take various forms and will reflect the individual's attitude
toward different kinds of uncertainty. A culture's history,
reflected in the Fund of Knowledge and Experience, sets the
boundaries of acceptable risk-taking behavior. Some cultures,
for example, give more leeway than others to individuals to
consume and transform natural resources. Overall, an
individual's goals are expressed as preferences, which are
defined within a particular cultural context and chosen by
evaluating alternatives.
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