Availability Cascade, Information Cascade and Reputation Cascade: The Relevance of Cascades to Cotton

Summary: An “availability cascade” is a self-reinforcing process of belief formation, in which repetition of a belief triggers a chain reaction of additional repetition. Merely because the belief is repeated, it becomes widely accepted. In other words, a belief becomes irresistible simply as a result of its repetition.

Cotton is suffering from an availability cascade of demonizing allegations that have become so thoroughly interwoven into the consciousness of retailers, organic cotton advocates and environmental and social activists that objective information, no matter how powerful, contrary data, no matter how well researched, and historical perspective, no matter how valid, are automatically rejected as invalid, unacceptable and illegitimate.

Examples of availability cascades of negative information about cotton include the Aral Sea, pesticide use and water consumption.

13b. Availabilty Cascade