Microeconomics · 免费预览
实践中的选择：启发式与框架
现实中的选择者在注意力和计算能力上都是有限的；他们会对框架、默认选项和参照点作出反应，而了解这些系统性偏差与冷冰冰的模型本身同样有用。
1. The cold model meets warm humans
The cold model meets warm humans
2. Frames change choices
Frames change choices
3. Defaults own the passive
Defaults own the passive
4. When to use which model
When to use which model
5. The framing effect
A clinic describes a procedure as having a 90 percent one-month survival rate, while another clinic describes the identical procedure as having a 10 percent one-month mortality rate. What does the framing effect predict, and what does the cold model say?
6. Defaults and organ donation
Countries that make organ donation the default, with an opt-out checkbox, tend to record far higher consent than countries that require checking a box to opt in. Which explanation fits this pattern best?
7. The anchoring discount
A store displays a jacket at a marked reference price of 240 dollars and offers it at 150 dollars, while an identical jacket at another store simply costs 150 dollars. A buyer who remembers only the anchor and not the market range feels a certain saving at the first store. Compute the perceived saving in dollars and write the number.
8. The survival frame
One clinic quotes a 90 percent one-month survival rate for a procedure, another quotes a 10 percent one-month mortality rate for the same procedure, and patients facing the second framing decline far more often. Which effect is at work?
9. The anchor on the tag
A store shows a jacket marked down from a reference price of 240 dollars to 150 dollars, and shoppers snap it up, though comparable jackets sell at 150 elsewhere. What best explains the rush?
10. The frame gap
In one study 80 percent of savers pick an investment described as keeping 90 percent of principal in a crash, while only 35 percent pick the identical product described as losing 10 percent in a crash. Compute the percentage-point gap between the two frames, and write the number.