其实“禀赋效应”在生活中有很多体现,比如下面这个经典的掷硬币打赌的例子:
In the first case, you are offered the chance to bet on the toss of a coin: You can win $10 if you call the coin toss correctly, or lose $10 if you call the toss incorrectly. Most people will decline the bet.
在第一种情况下,你有机会玩儿掷硬币打赌:如果你猜对可以赢得10美元,如果你猜错就会输掉10美元。大多数人会放弃这个赌注。
In the second case, a bet is described differently: You are told that you are about to lose $10, but there’s a 50-50 chance you could come out with no loss—but with the prospect of a $20 loss if the coin toss works against you. That’s really the same bet as in the first example, but framed as loss avoidance rather than seeking a gain. People are much more likely to take the second bet; they will take larger risks to try to avoid a loss.
在第二种情况中,赌局的描述有所不同:你被告知将输掉10美元,但有50%的机会不输钱,不过如果猜错的话将输掉20美元。这和第一个赌局是相同的,但却被视为是在避免损失,而不是寻求利益的。人们更倾向于参加第二个赌局,冒更大的风险以尽力避免损失。
Social preferences
社会偏好
Thaler’s theoretical and experimental research on fairness has been influential. He showed how consumers’ fairness concerns may stop firms from raising prices in periods of high demand, but not in times of rising costs.
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