{"id":2931,"date":"2023-03-04T13:55:11","date_gmt":"2023-03-04T05:55:11","guid":{"rendered":"http:\/\/dengbiao.me\/?p=2931"},"modified":"2023-03-04T13:55:12","modified_gmt":"2023-03-04T05:55:12","slug":"%e8%81%8a%e8%81%8a%e6%80%9d%e7%bb%b4%e6%96%b9%e5%bc%8f%e4%b9%8b%e5%86%b3%e7%ad%96","status":"publish","type":"post","link":"http:\/\/dengbiao.me\/?p=2931","title":{"rendered":"\u804a\u804a\u601d\u7ef4\u65b9\u5f0f\u4e4b\u51b3\u7b56"},"content":{"rendered":"

\u5f53\u6211\u4eec\u9762\u4e34\u9009\u62e9\u65f6\uff0c\u505a\u8fd8\u662f\u4e0d\u505a\uff0c\u8fd9\u4e2a\u6d89\u53ca\u5224\u65ad\u548c\u51b3\u7b56\u3002\u6839\u636e \u300a\u5fc3\u7406\u5b66\u4e0e\u751f\u6d3b\u300b<\/a>\uff1a\u201c\u5224\u65ad\u662f\u4e00\u4e2a\u8fc7\u7a0b\uff0c\u4f60\u901a\u8fc7\u5b83\u5f62\u6210\u770b\u6cd5\u3001\u5f97\u51fa\u7ed3\u8bba\uff0c\u4ee5\u53ca\u5bf9\u4e8b\u4ef6\u548c\u4eba\u505a\u51fa\u8bc4\u8bba\u6027\u8bc4\u4f30\u3002\u51b3\u7b56\u662f\u5728\u5907\u9009\u9879\u4e4b\u95f4\u505a\u51fa\u9009\u62e9\uff0c\u9009\u62e9\u67d0\u4e9b\u7ed3\u679c\u800c\u62d2\u7edd\u53e6\u5916\u4e00\u4e9b\u9009\u9879\u201d\u3002\u540c\u65f6\uff0c\u6b63\u5982\u79d1\u5b66\u5bb6\u4eec\u6240\u53d1\u73b0\u7684\uff0c\u4eba\u7c7b\u5e76\u975e\u5b8c\u5168\u7406\u6027\uff0c\u4e0b\u9762\u5c31\u4ee5\u8d2d\u7269\u8fd9\u4e8b\u8bf4\u8bf4\u5176\u4e2d\u7684\u975e\u7406\u6027\u3002<\/p>\n

## \u6536\u76ca\u8bc4\u4f30<\/h3>\n

### \u6536\u76ca&\u597d\u5904<\/p>\n

1\u3001\u7a00\u7f3a\u6548\u5e94 Scarcity Effect\u200b
\n\u4eba\u4eec\u5c06\u7a00\u7f3a\u7269\u54c1\u7684\u4ef7\u503c\u63d0\u9ad8\uff0c\u5c06\u4e30\u76c8\u7269\u54c1\u7684\u4ef7\u503c\u964d\u4f4e\u3002\u200b\u5bb3\u6015\u9519\u8fc7\uff08fomo\uff09\u4f7f\u6211\u4eec\u66f4\u5bb9\u6613\u53d7\u5230\u8bf1\u60d1\u3001\u4ea7\u751f\u51b2\u52a8\u8fdb\u800c\u505a\u51fa\u8f7b\u7387\u7684\u51b3\u5b9a\u3002\u200b\u6bd4\u5982\u5546\u54c1\u7684\u9650\u65f6\u62a2\u8d2d\u6d3b\u52a8\u3002<\/p>\n

2\u3001\u6846\u67b6\u6548\u5e94 Framing Effect
\n\u300a\u601d\u8003\u5feb\u4e0e\u6162\u300b<\/a>\uff1a\u201c\u540c\u4e00\u4fe1\u606f\u7684\u4e0d\u540c\u8868\u8fbe\u65b9\u5f0f\u5e38\u5e38\u4f1a\u6fc0\u53d1\u4eba\u4eec\u4e0d\u540c\u7684\u60c5\u611f\u3002\u2018\u624b\u672f\u540e\u4e00\u4e2a\u6708\u5185\u7684\u5b58\u6d3b\u7387\u662f 90%\u2019\u7684\u8bf4\u6cd5\u8981\u6bd4\u2018\u624b\u672f\u540e\u4e00\u4e2a\u6708\u5185\u7684\u6b7b\u4ea1\u7387\u662f 10%\u2019\u66f4\u4ee4\u4eba\u5b89\u5fc3\u3002\u540c\u6837\uff0c\u8bf4\u51c9\u83dc\u201890% \u4e0d\u542b\u8102\u80aa\u2019\u8981\u6bd4\u8bf4\u201810% \u542b\u6709\u8102\u80aa\u2019\u66f4\u5177\u5438\u5f15\u529b\u201d\u3002\u6bd4\u5982\u5546\u54c1\u8be6\u60c5\u9875\u7684\u5185\u5bb9\u591a\u4ece\u6b63\u9762\u6765\u7ec4\u7ec7\u3002<\/p>\n

3\u3001\u524d\u666f\u7406\u8bba Prospect Theory
\n\u7531\u4e39\u5c3c\u5c14\u30fb\u5361\u5c3c\u66fc\u548c\u963f\u83ab\u65af\u30fb\u7279\u6c83\u65af\u57fa\u63d0\u51fa\uff0c@\u6625\u5f84\u6625\u6ce5<\/a> \u5c06\u8be5\u7406\u8bba\u5f52\u7eb3\u4e3a 5 \u53e5\u8bdd\uff1a
\n\u2460 \u786e\u5b9a\u6548\u5e94\uff1a\u9762\u5bf9\u786e\u5b9a\u6027\u6536\u76ca\u65f6\uff0c\u4eba\u4e0d\u559c\u6b22\u5192\u9669\u3002
\n\u2461 \u53cd\u5c04\u6548\u5e94\uff1a\u9762\u5bf9\u786e\u5b9a\u6027\u635f\u5931\u65f6\uff0c\u4eba\u559c\u6b22\u5192\u9669\u3002
\n\u2462 \u635f\u5931\u538c\u6076\uff08\u89c4\u907f\uff09\uff1a\u4eba\u5bf9\u635f\u5931\u7684\u5fc3\u7406\u611f\u53d7\u8981\u8fdc\u8fdc\u5927\u4e8e\u6536\u76ca\u3002\u300a\u9519\u8bef\u7684\u884c\u4e3a\u300b<\/a>\uff1a\u201c\u635f\u5931\u9020\u6210\u7684\u75db\u82e6\u5927\u4e8e\u7b49\u91cf\u6536\u76ca\u5e26\u6765\u7684\u5feb\u4e50\uff0c\u8fd9\u79cd\u73b0\u8c61\u88ab\u79f0\u4e3a\u635f\u5931\u538c\u6076\u201d\u3002\u6bd4\u5982 618 \u53cc 11 \u4e0d\u4e70\u603b\u611f\u89c9\u4e8f\u4e86\uff0c\u5c24\u5176\u662f\u90a3\u4e48\u591a\u4f18\u60e0\u5238\uff0c\u4f18\u60e0\u5238\u662f\u4e2a\u597d\u5de5\u5177\uff0c\u88ab\u7528\u6389\u8fbe\u6210\u4ea4\u6613\uff0c\u8fc7\u671f\u4e5f\u6362\u6765\u4e86\u6d3b\u8dc3\u3002
\n\u2463 \u8ff7\u604b\uff08\u653e\u5927\uff09\u5c0f\u6982\u7387\u4e8b\u4ef6\uff1a\u9762\u5bf9\u5c0f\u6982\u7387\u4e8b\u4ef6\uff0c\u4eba\u548c\u786e\u5b9a\u6548\u5e94 & \u53cd\u5c04\u6548\u5e94\u7684\u8868\u73b0\u76f8\u53cd\uff0c\u9762\u5bf9\u6536\u76ca\u65f6\u6fc0\u8fdb\u6bd4\u5982\u4e70\u5f69\u7968\uff0c\u9762\u5bf9\u635f\u5931\u65f6\u4fdd\u5b88\u6bd4\u5982\u4e70\u4fdd\u9669\u3002
\n\u2464 \u53c2\u7167\u4f9d\u8d56\uff1a\u4eba\u5bf9\u6536\u76ca\u548c\u635f\u5931\u7684\u8861\u5b9a\u662f\u57fa\u4e8e\u53c2\u7167\u7269\u786e\u5b9a\u7684\u3002\u6bd4\u5982\u7ebf\u4e0b\u5546\u54c1\u7684\u5efa\u8bae\u96f6\u552e\u4ef7\u548c\u73b0\u4ef7\u3001\u62fc\u591a\u591a\u7684\u5355\u4e70\u4ef7\u548c\u62fc\u5355\u4ef7\u3001\u4eac\u4e1c\u7684\u4eac\u4e1c\u4ef7\u548c\u9884\u4f30\u5230\u624b\u4ef7\u3002<\/p>\n

4\u3001\u4ea4\u6613\u6548\u7528 Transaction Utility
\n\u4ea4\u6613\u8fc7\u7a0b\u7684\u4ef7\u503c\uff0c\u300a\u9519\u8bef\u7684\u884c\u4e3a\u300b\uff1a\u201c\u6548\u7528\u5305\u62ec\u4e24\u4e2a\u90e8\u5206\uff0c\u4e00\u4e2a\u662f\u83b7\u5f97\u6548\u7528\uff0c\u5373\u4e70\u5230\u4e86\u5546\u54c1\u548c\u670d\u52a1\u4e4b\u540e\u83b7\u5f97\u7684\u6ee1\u8db3\u611f\uff0c\u53e6\u4e00\u4e2a\u662f\u4ea4\u6613\u6548\u7528\uff0c\u662f\u8ddf\u4ea4\u6613\u4ef7\u683c\u76f8\u5173\u7684\u3002\u4ea4\u6613\u6548\u7528\u53c8\u8ddf\u6d88\u8d39\u8005\u5fc3\u76ee\u4e2d\u671f\u5f85\u7684\u516c\u5e73\u4ef7\u683c\u548c\u5b9e\u9645\u4ea4\u6613\u4ef7\u683c\u4e4b\u5dee\u6709\u5173\u3002\u5982\u679c\u6d88\u8d39\u8005\u89c9\u5f97\u4ea4\u6613\u4ef7\u683c\u6bd4\u4ed6\u5fc3\u76ee\u4e2d\u7684\u516c\u5e73\u4ef7\u683c\u66f4\u9ad8\uff0c\u5373\u4f7f\u4ed6\u4e70\u5230\u4e86\u81ea\u5df1\u5fc3\u4eea\u5df2\u4e45\u7684\u4e1c\u897f\uff0c\u4e5f\u4f1a\u89c9\u5f97\u5f88\u4e0d\u723d\u201d\u3002\u8fd9\u6837\u7535\u5546\u5e73\u53f0\u5168\u5e74\u641e\u4fc3\u9500\u3001\u4fc3\u9500\u6d3b\u52a8\u5e38\u6001\u5316\u5c31\u597d\u7406\u89e3\u4e86\u3002<\/p>\n

### \u635f\u5931&\u574f\u5904<\/p>\n

1\u3001\u8d1f\u9762\u504f\u5dee Negativity Bias\u200b
\n\u76f8\u6bd4\u4e8e\u6b63\u9762\u3001\u4e2d\u6027\u4fe1\u606f\uff0c\u4eba\u4eec\u5bf9\u8d1f\u9762\u4fe1\u606f\u66f4\u654f\u611f\uff0c\u8d1f\u9762\u4fe1\u606f\u5bf9\u4eba\u7684\u5fc3\u7406\u5f71\u54cd\u66f4\u5927\u3002\u4ece\u8fdb\u5316\u7684\u89d2\u5ea6\uff0c\u8fd9\u6709\u5229\u4e8e\u4eba\u7c7b\u7684\u751f\u5b58\u3002\u200b\u6bd4\u5982\u4f18\u60e0\u5238\u5feb\u8fc7\u671f\u65f6\u6709\u660e\u663e\u7684\u63d0\u9192\u6807\u8bc6\u3002<\/p>\n

2\u3001\u7980\u8d4b\u6548\u5e94 Endowment Effect
\n\u300a\u9519\u8bef\u7684\u884c\u4e3a\u300b\uff1a\u201c\u4eba\u4eec\u5f80\u5f80\u4e0d\u613f\u610f\u653e\u5f03\u81ea\u5df1\u5df2\u7ecf\u62e5\u6709\u7684\u4e1c\u897f\u201d\uff0c\u201c\u8fd9\u4e00\u6982\u5ff5\u8ba4\u4e3a\uff0c\u4eba\u4eec\u5728\u51b3\u7b56\u4e2d\u5bf9\u5229\u5bb3\u7684\u6743\u8861\u662f\u4e0d\u5747\u8861\u7684\uff0c\u5373\u5bf9\u907f\u5bb3\u7684\u8003\u8651\u5927\u4e8e\u8d8b\u5229\u201d\u3002\u6bd4\u5982\u5728\u4eac\u4e1c App \u7684\u7ed3\u7b97\u9875\u70b9\u51fb\u8fd4\u56de\uff0c\u5f53\u8ba2\u5355\u4e2d\u6709\u4f7f\u7528\u5feb\u5230\u671f\u7684\u4f18\u60e0\u5238\u65f6\uff0c\u4f1a\u5f39\u7a97\u63d0\u793a x \u5143\u4f18\u60e0\u5238 y \u540e\u8fc7\u671f\uff0c\u5fcd\u75db\u79bb\u5f00\u8fd8\u662f\u7ee7\u7eed\u4f7f\u7528\u3002<\/p>\n

3\u3001\u5b9c\u5bb6\u6548\u5e94 IKEA Effect\u200b
\n\u300a\u602a\u8bde\u884c\u4e3a\u5b66\u300b<\/a>\uff1a\u201c\u6211\u4eec\u5728\u67d0\u79cd\u4e8b\u7269\u4e0a\u6295\u5165\u7684\u52b3\u52a8\u8d8a\u591a\uff0c\u5bf9\u5b83\u7684\u611f\u60c5\u5c31\u8d8a\u6df1\u201d\uff0c\u8fdb\u800c\u9ad8\u4f30\u8be5\u4e8b\u7269\u7684\u4ef7\u503c\u3002\u6bd4\u5982\u6839\u636e\u4e4b\u524d\u7684\u9879\u76ee\u7ecf\u9a8c\uff0c\u4ed8\u8d39\u5238\u5305\u7684\u4f18\u60e0\u5238\u6838\u9500\u7387\u6700\u9ad8\uff0c\u5f53\u7136\u6709\u66f4\u7b26\u5408\u7528\u6237\u9700\u6c42\u7684\u56e0\u7d20\u5728\uff0c\u4f46\u4e5f\u6709\u5b9c\u5bb6\u6548\u5e94\u5728\u3002<\/p>\n

## \u6210\u672c\u8bc4\u4f30<\/h3>\n

1\u3001\u91d1\u94b1\u6210\u672c Monetary Cost
\n\u6b63\u5e38\u4ef7\u683c\u8bc4\u4f30\u5916\uff0c\u300a\u9519\u8bef\u7684\u884c\u4e3a\u300b\uff1a\u201c\u5fc3\u7406\u8d26\u6237\u7406\u8bba\u6ce8\u610f\u5230\uff0c\u6d88\u8d39\u8005\u4f1a\u628a\u5176\u652f\u51fa\u5206\u4e3a\u4e0d\u540c\u7684\u8d26\u6237\uff0c\u6bd4\u5982\u82b1\u5728\u4e70\u8863\u670d\u4e0a\u7684\u94b1\u3001\u51fa\u53bb\u65c5\u6e38\u7684\u94b1\uff0c\u6216\u662f\u4e70\u83dc\u7684\u94b1\u201d\u3002\u60f3\u8d77\u300a\u6587\u6848\u7684\u57fa\u672c\u4fee\u517b\u300b\u4e2d\u7684\u4e00\u6bb5\u8bdd\uff1a\u201c\u8ba9\u8111\u767d\u91d1\u6210\u4e3a\u8111\u767d\u91d1\u7684\u90a3\u4e2a\u7b56\u7565 idea \u8bf4\u51fa\u6765\u5176\u5b9e\u5f88\u7b80\u5355 \u2014\u2014 \u628a\u4fdd\u5065\u54c1\u5f53\u793c\u54c1\u5356\u201d\u3002<\/p>\n

2\u3001\u65f6\u95f4\u6210\u672c Time Cost
\n\u6211\u4eec\u5bb9\u6613\u5ffd\u7565\u65f6\u95f4\uff08\u542b\u7cbe\u529b\uff09\u6210\u672c\u3002\u4e0d\u8fc7\u5e76\u975e\u610f\u8bc6\u4e0d\u5230\uff0c\u5982\u679c\u67d0\u4e2a\u4ea7\u54c1\u80fd\u6301\u7eed\u63d0\u9ad8\u6211\u4eec\u7684\u8d2d\u7269\u6548\u7387\uff0c\u6700\u7ec8\u8fd8\u662f\u80fd\u611f\u77e5\u5230\u7684\u3002\u8bf4\u4e00\u4e2a\u4e2a\u4eba\u5316\u7684\u611f\u53d7\uff0c\u62fc\u591a\u591a\u771f\u7684\u662f\u4e00\u4e2a\u5404\u79cd\u8425\u9500\u624b\u6bb5\u6d6a\u8d39\u4f60\u7684\u65f6\u95f4\u4f46\u5546\u54c1\u63a8\u8350\u8fd8\u7cbe\u51c6\u4ef7\u683c\u8fd8\u6709\u4f18\u52bf\u7684\u795e\u5947\u4ea7\u54c1\uff0c\u5f53\u7136\u6709\u4e9b\u5546\u54c1\u5176\u4ed6\u5e73\u53f0\u6709\u62fc\u591a\u591a\u4e0d\u4e00\u5b9a\u6709\u540c\u65f6\u5c65\u7ea6\u4f53\u9a8c\u6bd4\u4e0d\u4e0a\u81ea\u5efa\u7269\u6d41\u7684\u4eac\u4e1c\u3002<\/p>\n

3\u3001\u6c89\u6ca1\u6210\u672c Sunk Cost
\n\u8fc7\u53bb\u51b3\u7b56\u4ea7\u751f\u7684\u4e0d\u80fd\u7531\u73b0\u5728\u6216\u5c06\u6765\u4efb\u4f55\u51b3\u7b56\u6539\u53d8\u7684\u6210\u672c\u3002\u6211\u4eec\u5bb9\u6613\u5728\u610f\u6c89\u6ca1\u6210\u672c\uff0c\u867d\u7136\u5ffd\u7565\u6c89\u6ca1\u6210\u672c\u662f\u7406\u6027\u7684\uff0c\u6709\u65f6\u751a\u81f3\u662f\u5fc5\u987b\u8981\u505a\u7684\u3002\u6bd4\u5982\u4e70\u4e86\u4f1a\u5458\u5c31\u957f\u671f\u7528\u67d0\u4e2a\u4ea7\u54c1\uff0c\u5305\u62ec\u53ee\u549a\u4e70\u83dc\u3001\u7f8e\u56e2\u5916\u5356\u7b49\u3002<\/p>\n

4\u3001\u673a\u4f1a\u6210\u672c Opportunity Cost
\n\u67d0\u9879\u51b3\u7b56\u53ef\u80fd\u635f\u5931\u7684\u6536\u76ca\uff0c\u5178\u578b\u6848\u4f8b\u662f\u7f8e\u56fd\u8bd7\u4eba\u7f57\u4f2f\u7279\u30fb\u5f17\u7f57\u65af\u7279\u7684\u300a\u672a\u9009\u62e9\u7684\u8def\u300b\uff1a\u201c\u68ee\u6797\u4e2d\u6709\u4e24\u6761\u8def\uff0c\u6211\u9009\u62e9\u4e86\u4eba\u8ff9\u7a00\u5c11\u7684\u90a3\u4e00\u6761\u201d\uff0c\u81ea\u7136\u4f1a\u9519\u8fc7\u53e6\u4e00\u6761\u8def\u4e0a\u7684\u98ce\u666f\u3002\u8bf4\u8d77\u6765\u6211\u4eec\u5bb9\u6613\u5ffd\u7565\u673a\u4f1a\u6210\u672c\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"

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