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.

塞勒关于公平的理论和实验研究很有影响力。他称，消费者对公平的关注会阻止公司在需求增加的时候涨价，但却不会阻止公司在成本上升时涨价。

还是用一个通俗易懂的例子来说明：

Let’s say you run a building supply company located in a hurricane warning area, and everyone is coming in to buy plywood. It would be bad practice to raise prices with a sign that says: “We have raised our prices so that plywood is only bought by those who really need it.”

假设你在飓风警报区开了一家建筑用品公司，所有人都来买胶合板（一种装修常用的板材）。错误的做法是将标语写成：“为了将胶合板卖给真正需要的人，我们涨价了。”

Good practice would be to raise prices with a sign that says “Our wholesale cost of plywood has increased, and we have to pass the cost along to you. But we have not raised our profit margin.”

要想涨价，正确的做法是将标语写成：“我们的胶合板批发成本上涨了，不得不把成本转嫁给你们。但是我们的利润并没有增加。”

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