不会演戏的经济学家不是好股神，这位新晋诺奖得主有点意思_时事

不会演戏的经济学家不是好股神，这位新晋诺奖得主有点意思

听起来太高大上？下面我们将用尽量通俗的语言来介绍塞勒的主要理论：

Limited rationality

有限理性

Thaler developed the theory of mental accounting, explaining how people simplify financial decision-making by creating separate accounts in their minds, focusing on the narrow impact of each individual decision rather than its overall effect.

塞勒创建了“心理账户”理论，阐述了人们是如何通过在内心创建不同的账户来简化经济决策的：人们会聚焦于单个决策的狭隘影响，而不是它们的总体效果。

举例说明：

We may have a “vacation” budget in our heads, and a “household maintenance” budget, and we tend not to mix them. If we get an unusually good deal on our airfare to Hawaii, we won’t use the savings to have the carpets cleaned; we’ll spend more at the bar on our vacation, keeping the money in the appropriate bucket.

我们脑海里有一笔“度假预算”和一笔“家庭维护预算”，我们通常不会将两者混在一起。如果我们能以特别划算的价格买到飞往夏威夷的机票，我们不会把省下的钱用来清洁地毯；我们度假时会在酒吧花得更多，让这笔钱花在原本的预算上。

He also showed how aversion to losses can explain why people value the same item more highly when they own it than when they don’t, a phenomenon called the endowment effect.