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行为经济学对人性有两个基本假设:一是具有自我保存的本能,二是具有关注他人感受的亲社会性。相应地,人类行为也具有双重特性:一是潜含着“为己”的根本目的,二是倾向于采用“利他”的手段来实现“为己”目的。因此,人类的一般行为机理就是:“为己利他”。同时,行为经济学对人类行为的分析有两个基本维度:一是个体的社会性水平,二是互动者之间的关系状态。从这两个维度出发,我们可以考察年龄、教育、文化、社会环境以及机缘关系、互动频率、互动状态等对个体行为选择和互动行为方式的影响。因此,这两大基本假设以及相应分析维度为行为经济学提供了坚实的微观逻辑基础。
Behavioral economics has two basic assumptions about human nature: one is instinct of self-preservation, and the other is the pro-social nature of paying attention to the feelings of others. Correspondingly, human behavior also has dual characteristics: one is the underlying purpose of implying “one s own ” and the second is the tendency to adopt “altruism ” means to achieve “for one ’s purpose. Therefore, the general behavior of human beings is: ”for oneself and others ". At the same time, there are two basic dimensions of behavioral economics analysis of human behavior: one is the social level of the individual and the other is the state of the relationship between the two. From these two dimensions, we can examine the impact of age, education, culture, social environment and the relationship between the opportunities, the frequency of interaction, interactive status and other individual behavior choices and interactive behavior. Therefore, these two basic assumptions and the corresponding analytical dimensions provide a solid micro-logical basis for behavioral economics.