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Misbehaving: The Making of Behavioural Economics

Misbehaving: The Making of Behavioural Economics

作者 : Richard Thaler

出版社 : PENGUIN BOOKS LTD.

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定價 : NT 599

售價 : NT599

內容簡介


【誠品選書】

《你被自己綁架了!》
傳統經濟學強調人理性且具獨立思維,因此能做出正確、利己的判斷與決策。然而行為經濟學告訴我們,人類極易背離理性且不受勸阻,就算已知脫軌,往往仍執意錯到底!行為經濟學大師Richard Thaler在本書中,將帶著讀者檢視各種非理性的判斷對小至個人生活大至國家政策的影響。看他如何運用行為經濟學,在動盪日益劇烈的社會中,解構不理性思維模式,幫助人們做出更明智的判斷─你的每個決定從今以後,再也不受制於肩頭上的天使與魔鬼!


Why are we more likely to forgo the opportunity to sell a £100 bottle of wine rather than actually taking money out our wallet to pay for it, when ultimately the 'opportunity cost' of doing so is the same? Why would the 'endowment effect' mean that we value a free ticket worth hundreds of pounds more than the money we would get from selling it? In this new, ambitious work, Thaler presents his findings in behavioural economics and breaks down the biases and irrational tendancies in our thinking, showing us how to avoid making costly mistakes in life.
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