{"id":6403,"date":"2023-01-28T10:14:00","date_gmt":"2023-01-28T02:14:00","guid":{"rendered":"https:\/\/www.madewill.com\/?p=6403"},"modified":"2023-01-31T21:42:22","modified_gmt":"2023-01-31T13:42:22","slug":"mental-accounting","status":"publish","type":"post","link":"https:\/\/www.madewill.com\/thinking-model\/mental-accounting.html","title":{"rendered":"\u795e\u5947\u7684\u5fc3\u7406\u8d26\u6237\uff1a\u94b1\u548c\u94b1\u4e3a\u4ec0\u4e48\u4e0d\u4e00\u6837\uff1f\uff08mental accounting\uff09"},"content":{"rendered":"\n<p style=\"font-size:17px\">\u6574\u94b1\u56fa\u82e5\u91d1\u6c64\uff0c\u96f6\u94b1\u98ce\u6d41\u4e91\u6563<\/p>\n\n\n\n<p class=\"has-text-align-right\" style=\"font-size:17px\">\u2014\u2014\u4f5a\u540d<\/p>\n\n\n\n<p 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class=\"has-vivid-red-color has-text-color wp-block-heading\" style=\"font-size:20px\"><strong>\u4e00\u3001\u4f55\u4e3a\u201c\u5fc3\u7406\u8d26\u6237\u201d<\/strong><\/h2>\n\n\n\n<p>\u5fc3\u7406\u8d26\u6237\u6982\u5ff5\u6700\u65e9\u662f\u7531\u8bfa\u8d1d\u5c14\u7ecf\u6d4e\u5b66\u5956\u5f97\u4e3b\u7406\u67e5\u5fb7\u00b7\u585e\u52d2\uff08Richard Thaler\uff09\u63d0\u51fa\u3002<\/p>\n\n\n\n<p>\u585e\u52d2\u5bf9\u884c\u4e3a\u7ecf\u6d4e\u5b66\u9887\u4e3a\u7740\u8ff7\uff0c\u4ed6\u80fd\u591f\u4ece\u770b\u4f3c\u5e73\u51e1\u666e\u901a\u7684\u73b0\u8c61\u4e2d\u53d1\u6398\u51fa\u6700\u6839\u672c\u7684\u89c4\u5f8b\uff0c\u800c\u201c\u5fc3\u7406\u8d26\u6237\u201d\u5c31\u662f\u5efa\u7acb\u5728\u5bf9\u7ecf\u6d4e\u751f\u6d3b\u957f\u671f\u89c2\u5bdf\u57fa\u7840\u4e0a\u7684\u4e00\u4e2a\u91cd\u8981\u53d1\u73b0\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.madewill.com\/wp-content\/uploads\/2023\/01\/Richard-Thaler.jpg\" alt=\"\u7406\u67e5\u5fb7\u00b7\u585e\u52d2\uff08Richard Thaler\uff09\" class=\"wp-image-6405\" width=\"900\" height=\"556\" srcset=\"https:\/\/www.madewill.com\/wp-content\/uploads\/2023\/01\/Richard-Thaler.jpg 1200w, https:\/\/www.madewill.com\/wp-content\/uploads\/2023\/01\/Richard-Thaler-700x432.jpg 700w, https:\/\/www.madewill.com\/wp-content\/uploads\/2023\/01\/Richard-Thaler-1024x632.jpg 1024w, https:\/\/www.madewill.com\/wp-content\/uploads\/2023\/01\/Richard-Thaler-200x124.jpg 200w, https:\/\/www.madewill.com\/wp-content\/uploads\/2023\/01\/Richard-Thaler-696x430.jpg 696w, https:\/\/www.madewill.com\/wp-content\/uploads\/2023\/01\/Richard-Thaler-1068x659.jpg 1068w, https:\/\/www.madewill.com\/wp-content\/uploads\/2023\/01\/Richard-Thaler-680x420.jpg 680w, https:\/\/www.madewill.com\/wp-content\/uploads\/2023\/01\/Richard-Thaler-356x220.jpg 356w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><figcaption>\u7406\u67e5\u5fb7\u00b7\u585e\u52d2\uff08Richard 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style=\"font-size:20px\"><strong>\u4e09\u3001\u5fc3\u7406\u8d26\u6237\u7684\u6cdb\u5316\u53ca\u4ea7\u751f\u539f\u56e0<\/strong><\/h2>\n\n\n\n<p><strong>\u5fc3\u7406\u8d26\u6237\u5b58\u5728\u7684\u539f\u56e0\u5305\u62ec\u7980\u8d4b\u6548\u5e94\u3001\u635f\u5931\u538c\u6076\u548c\u6c89\u6ca1\u6210\u672c\u8c2c\u8bef\u7406\u8bba\u7b49\u3002<\/strong><\/p>\n\n\n\n<p><strong>\u7980\u8d4b\u6548\u5e94\u662f\u6307\u4eba\u4eec\u5728\u62e5\u6709\u67d0\u7269\u54c1\u65f6\u5bf9\u8be5\u7269\u54c1\u7684\u4f30\u4ef7\uff0c\u8981\u9ad8\u4e8e\u6ca1\u6709\u62e5\u6709\u8be5\u7269\u54c1\u65f6\u7684\u4f30\u4ef7\u3002<\/strong><\/p>\n\n\n\n<p>\u4e00\u652f\u6f02\u4eae\u7684\u7b14\uff0c\u4f60\u613f\u610f\u82b120\u5143\u8d2d\u4e70\u3002\u4f46\u5982\u679c\u8fd9\u652f\u6f02\u4eae\u7684\u7b14\u662f\u4f60\u7684\uff0c\u4f60\u53c8\u613f\u610f\u4ee5\u591a\u5c11\u94b1\u5356\u51fa\u53bb\u5462\uff1f\u8c03\u67e5\u5b9e\u9a8c\u8868\u660e\uff0c\u4eba\u4eec\u5bf9\u4e8e\u5356\u51fa\u7684\u5fc3\u7406\u4ef7\u4f4d\u5f80\u5f80\u8981\u9ad8\u4e8e\u4ed6\u4eec\u613f\u610f\u8d2d\u4e70\u7684\u4ef7\u683c\u3002<\/p>\n\n\n\n<p><strong>\u6709\u53e5\u53e4\u8bdd\u53eb\u201c\u655d\u5e1a\u81ea\u73cd\u201d\uff0c\u8bf4\u7684\u5c31\u662f\u7980\u8d4b\u6548\u5e94\u3002<\/strong><\/p>\n\n\n\n<p>\u8fd9\u79cd\u6548\u5e94\u5728\u751f\u6d3b\u4e2d\u6bd4\u6bd4\u7686\u662f\uff0c\u5728\u80a1\u5e02\u3001\u5546\u4e1a\u3001\u501f\u8d37\u3001\u60c5\u611f\uff0c\u5305\u62ec\u4eba\u529b\u8d44\u6e90\u7ba1\u7406\u7b49\u5404\u65b9\u9762\u5747\u6709\u4f53\u73b0\u3002<\/p>\n\n\n\n<p>\u5728\u65e5\u5e38\u7ecf\u8425\u4e2d\uff0c\u4e00\u4e9b\u5546\u5bb6\u5c31\u6293\u4f4f\u8fd9\u79cd\u5fc3\u7406\uff0c\u4ece\u800c\u8ba9\u6d88\u8d39\u8005\u8d2d\u4e70\u4ea7\u54c1\u3002\u6bd4\u5982\u8bf4\uff0c\u63d0\u4f9b\u5546\u54c1\u7684\u514d\u8d39\u8bd5\u7528\u671f\uff0c\u6bd4\u5982\u7092\u9505\uff0c\u8ba9\u6d88\u8d39\u8005\u514d\u8d39\u8bd5\u7528\u4e00\u6bb5\u65f6\u95f4\u540e\uff0c\u6d88\u8d39\u8005\u7684\u5fc3\u91cc\u4f1a\u56e0\u4e3a\u7980\u8d4b\u6548\u5e94\u653e\u5927\u4e86\u5f53\u524d\u7092\u9505\u7684\u4ef7\u503c\uff0c\u5f80\u5f80\u820d\u4e0d\u5f97\u628a\u7092\u9505\u9001\u56de\u53bb\uff0c\u56e0\u6b64\u5c31\u4f1a\u8d2d\u4e70\u3002<\/p>\n\n\n\n<p><strong>\u635f\u5931\u538c\u6076\u4e5f\u662f\u6211\u4eec\u5728\u65e5\u5e38\u751f\u6d3b\u4e2d\u7ecf\u5e38\u78b0\u5230\u7684\u60c5\u666f\u4e4b\u4e00\u3002\u635f\u5931\u538c\u6076\u662f\u6307\u4eba\u4eec\u9762\u5bf9\u540c\u6837\u4ef7\u503c\u7684\u6536\u76ca\u548c\u635f\u5931\u65f6\uff0c\u8ba4\u4e3a\u635f\u5931\u66f4\u52a0\u4ee4\u4ed6\u4eec\u96be\u4ee5\u5fcd\u53d7\u3002<\/strong><\/p>\n\n\n\n<p>\u540c\u91cf\u7684\u635f\u5931\u5e26\u6765\u7684\u8d1f\u6548\u7528\u4e3a\u540c\u91cf\u76f8\u540c\u6536\u76ca\u7684\u6b63\u6548\u7528\u76842.5\u500d\u3002\u635f\u5931\u538c\u6076\u53cd\u6620\u4e86\u4eba\u4eec\u7684\u98ce\u9669\u504f\u597d\u5e76\u4e0d\u662f\u4e00\u81f4\u7684\uff0c\u5f53\u6d89\u53ca\u6536\u76ca\u65f6\uff0c\u4eba\u4eec\u8868\u73b0\u4e3a\u98ce\u9669\u538c\u6076\uff1b\u5f53\u6d89\u53ca\u635f\u5931\u65f6\uff0c\u4eba\u4eec\u5219\u8868\u73b0\u4e3a\u98ce\u9669\u5bfb\u6c42\u3002<\/p>\n\n\n\n<p>\u4e3e\u4e2a\u4f8b\u5b50\uff1a\u5f53\u4f60\u4e70\u5165\u5e76\u6301\u6709\u67d0\u53ea\u80a1\u7968\u65f6\uff0c\u4e0a\u6da8\u5e26\u6765\u6536\u76ca\u65f6\u4f60\u5f80\u5f80\u4f1a\u5bf9\u6301\u6709\u4e0d\u653e\u5fc3\uff0c\u80a1\u4ef7\u7a0d\u6709\u6ce2\u52a8\uff0c\u5c31\u603b\u662f\u503e\u5411\u4e8e\u843d\u888b\u4e3a\u5b89\u3002\u5f53\u6301\u6709\u7684\u80a1\u7968\u8dcc\u7834\u6210\u672c\u4ef7\u540e\uff0c\u5bf9\u4e8f\u635f\u7684\u538c\u6076\u5bfc\u81f4\u96be\u4ee5\u505a\u51fa\u6b62\u635f\u51b3\u7b56\uff0c\u4e0b\u8dcc\u8d8a\u591a\uff0c\u98ce\u9669\u504f\u597d\u8d8a\u5927\uff0c\u53ea\u60f3\u7740\u56de\u672c\uff0c\u800c\u5ffd\u89c6\u7ee7\u7eed\u4e0b\u8dcc\u751a\u81f3\u6709\u505c\u724c\u9000\u5e02\u7684\u98ce\u9669\u3002\u8fd9\u548c\u884c\u4e3a\u7ecf\u6d4e\u5b66\u91cc\u7684<strong>\u6c89\u6ca1\u6210\u672c\u7406\u8bba<\/strong>\u4e5f\u6709\u4e00\u5b9a\u7684\u5173\u8054\u4f5c\u7528\u3002<\/p>\n\n\n\n<p><strong>\u6c89\u6ca1\u6210\u672c\u8c2c\u8bef\u662f\u8bf4\u4eba\u4eec\u5e38\u5e38\u4e3a\u4e86\u907f\u514d\u635f\u5931\u5e26\u6765\u7684\u8d1f\u9762\u60c5\u7eea\u800c\u6c89\u6eba\u4e8e\u8fc7\u53bb\u7684\u4ed8\u51fa\u4e2d\uff0c\u9009\u62e9\u4e86\u975e\u7406\u6027\u7684\u884c\u4e3a\u65b9\u5f0f\u3002<\/strong><\/p>\n\n\n\n<p>\u6bd4\u5982\uff1a\u7092\u80a1\u4e8f\u635f\u4e86\u600e\u4e48\u90fd\u4e0d\u613f\u610f\u5272\u8089\uff0c\u7406\u7531\u662f\u90fd\u4e8f\u4e86\u8fd9\u4e48\u591a\u4e86\uff0c\u4e0d\u7518\u5fc3\uff01\u6bd4\u5982\uff1a\u4e00\u6bb5\u604b\u7231\u6216\u5a5a\u59fb\u5173\u7cfb\u4e2d\uff0c\u76f8\u5904\u53d1\u73b0\u5bf9\u65b9\u53d8\u4e86\uff0c\u51fa\u73b0\u4e86\u8fc7\u53bb\u88ab\u9690\u7792\u7684\u6076\u4e60\u6216\u91cd\u5927\u4eba\u54c1\u7455\u75b5\uff0c\u8fd9\u65f6\u5019\u7406\u6027\u7684\u9009\u62e9\u5e94\u8be5\u662f\u8ba4\u771f\u8003\u8651\u7ed3\u675f\u5173\u7cfb\uff0c\u4f46\u524d\u671f\u60c5\u611f\u4e0a\u7684\u4ed8\u51fa\uff0c\u793e\u4f1a\u5173\u7cfb\u4ee5\u53ca\u8f6c\u6362\u6210\u672c\u95ee\u989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class=\"has-vivid-red-color has-text-color wp-block-heading\" style=\"font-size:20px\"><strong>\u56db\u3001\u5982\u4f55\u66f4\u597d\u5730\u7ba1\u7406\u597d\u81ea\u5df1\u7684\u201c\u5fc3\u7406\u8d26\u6237\u201d<\/strong><\/h2>\n\n\n\n<p><strong>\u2460 \u201c\u4e00\u89c6\u540c\u4ec1\u201d\u770b\u5f85\u6211\u4eec\u83b7\u5f97\u7684\u6536\u5165<\/strong><\/p>\n\n\n\n<p>\u4e0d\u7ba1\u662f\u5de5\u8d44\u6536\u5165\u3001\u5956\u91d1\u6536\u5165\u8fd8\u662f\u610f\u5916\u7684\u6536\u5165\uff0c\u8fd9\u4e9b\u5c3d\u7ba1\u6765\u6e90\u4e0d\u540c\uff0c\u4f46\u5176\u5b9e\u90fd\u662f\u4f60\u7684\u94b1\u3002<\/p>\n\n\n\n<p><strong>\u2461 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