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心理账户是行为经济学中一个重要的概念。人的大脑中存有一种心理账户,就是把客观等价的支出和收益,在心理上划分到不同的账户中。由于消费者心理账户的存在,个体在做决策时往往会违背一些简单的经济运算法则,从而做出许多不合理的消费行为。只有了解心理账户对人们日常行为的影响,才能做出更为合理的决策。
Psychological accounts are an important concept in behavioral economics. There is a kind of psychological account in the human brain, that is, objectively equivalent expenditures and benefits are psychologically divided into different accounts. Due to the existence of consumer psychology accounts, individuals often violate some simple rules of economic operation when making decisions, and thus make many irrational consumer behaviors. Only by understanding the impact of mental accounts on people’s daily behavior can we make more rational decisions.