Brightness, individual perceptions

INDIVIDUAL PERCEPTIONS OF COLOR AND BRIGHTNESS AND STANDARDIZATION PROBLEMS... 

Workers will respond to risks not on the basis of their absolute disutility, as in an expected utility model, but in relation to more-or-less fixed standards. These standards therefore take on the function of social norms, patterns of judgment and behavior that, to an outside observer, may appear to refiect identical preferences on the part of each individual, but which, at least in this analysis, simply arise spontaneously in the process of rational collective action. In particular, these norms tend to be comparative rather than absolute, and they depend to some extent on perceptions of intent. The normative selection of risks to be regarded as actionable strengthens the bright line aspect of solutions to the assurance game, while the perception by workers that a risk is deliberately imposed on them by management increases the likelihood that it will be resisted. 

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