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\u5fc3\u7406\u8d26\u6237\uff08Mental Accounting\uff09\uff0c\u662f2017\u5e74\u8bfa\u8d1d\u5c14\u7ecf\u6d4e\u5b66\u5956\u83b7\u5f97\u8005\u3001\u829d\u52a0\u54e5\u5927\u5b66\u884c\u4e3a\u79d1\u5b66\u6559\u6388\u7406\u67e5\u5fb7\u00b7\u585e\u52d2\uff08Richard Thaler\uff09\u63d0\u51fa\u7684\u6982\u5ff5\u3002\u5728\u5fc3\u7406\u5e10\u6237\u91cc\uff0c\u5bf9\u6bcf\u4e00\u5757\u94b1\u5e76\u4e0d\u662f\u4e00\u89c6\u540c\u4ec1\uff0c\u800c\u662f\u89c6\u4e0d\u540c\u6765\u5904\uff0c\u53bb\u5f80\u4f55\u5904\u91c7\u53d6\u4e0d\u540c\u7684\u6001\u5ea6\u3002\u8fd9\u533a\u522b\u4e8e\u4f20\u7edf\u7684\u7ecf\u6d4e\u5b66\u8d26\u6237\uff0c\u5728\u7ecf\u6d4e\u5b66\u8d26\u6237\u91cc\uff0c\u6bcf\u4e00\u5757\u94b1\u662f\u53ef\u4ee5\u66ff\u4ee3\u7684\uff0c\u53ea\u8981\u7edd\u5bf9\u91cf\u76f8\u540c\u3002\u56e0\u6b64\uff0c\u6211\u4eec\u6bcf\u4e2a\u4eba\u90fd\u6709\u4e24\u4e2a\u5e10\u6237\uff0c\u4e00\u4e2a\u662f\u7ecf\u6d4e\u5b66\u8d26\u6237\uff0c\u4e00\u4e2a\u662f\u5fc3\u7406\u8d26\u6237\uff0c\u5fc3\u7406\u8d26\u6237\u7684\u5b58\u5728\u4f1a\u5f71\u54cd\u6211\u4eec\u505a\u51fa\u7684\u6d88\u8d39\u51b3\u7b56\u3002<\/p>\n

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\u4ef7\u683c\u611f\u77e5<\/a><\/span>\u6548\u5e94\u2014\u2014\u4f18\u60e0\u7b56\u7565\u7684\u5438\u5f15\u529b\u8bc4\u4f30<\/p>\n

\u4e39\u5c3c\u5c14\u00b7\u5361\u5185\u66fc\uff08Daniel Kahneman\uff09\u63d0\u51fa\uff0c\u7528\u6237\u5728\u611f\u77e5\u4ef7\u683c\u7684\u65f6\u5019\uff0c\u4f1a\u4ece\u4e09\u4e2a\u4e0d\u540c\u7684\u5fc3\u7406\u8d26\u6237\u8fdb\u884c\u8bc4\u4ef7\uff1a\u7efc\u5408\u8d26\u6237\u2014\u2014\u603b\u6d88\u8d39\u8d26\u6237\uff0c\u6700\u5c0f\u8d26\u6237\u2014\u2014\u4e0d\u540c\u65b9\u6848\u4f18\u60e0\u7684\u7edd\u5bf9\u503c\uff1b\u5c40\u90e8\u8d26\u6237\u2014\u2014\u4f18\u60e0\u672c\u8eab\u76f8\u5bf9\u4e8e\u539f\u4ef7\u7684\u76f8\u5bf9\u503c\u3002<\/p>\n

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\u7980\u8d4b\u6548\u5e94\u2014\u2014\u5bb3\u6015\u5931\u53bb\u7684\u75db\u82e6\u611f<\/p>\n

\u7980\u8d4b\u6548\u5e94\uff08Endowment Effect\uff09\uff0c\u662f\u6307\u62e5\u6709\u4e00\u4ef6\u4e1c\u897f\u4f1a\u8ba9\u4f60\u9ad8\u4f30\u5b83\u7684\u4ef7\u503c\u3002\u5728\u4eba\u4eec\u62e5\u6709\u4e00\u4ef6\u4e1c\u897f\u4e4b\u540e\uff0c\u4eba\u4eec\u4f1a\u503e\u5411\u4e8e\u8ba4\u4e3a\uff0c\u81ea\u5df1\u62e5\u6709\u7684\u7269\u54c1\u6bd4\u522b\u4eba\u62e5\u6709\u7684\u540c\u6837\u7684\u7269\u54c1\u66f4\u5177\u6709\u4ef7\u503c\u3002<\/p>\n

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