ɸ Why Smart People make Big Money Mistakes and How to Correct them in 1999
- : ɸ
̾߱
: Ű Gary
Belsky & 丶 κġ Thomas Gilovich
ű:
ǻ: ѽ̵ /
2006-05 / 274 / \12,000
ൿ ħؾ ߿
- Ұ ൿ ɸ
ϴ ã մϴ.
Ϲ Һ, , , ִ , ڰ
̴. å ̵ å̴. 1960
Ƹ ƮŰ Ͼ īʸκ ۵ ڵ ̷ ٽ ,
ٷ ˱ ħ Ҵ.
å Ϲ 翬 ߿ ; ġ Ǵ
ൿ 캸 ִ.
õ ܹ ؼϴ Ưȿ óϴ ǻ Ұϴ. ִ 츮 ߸ ൿ ʴ ڵ鿡 ִٴ
̴. – ѷα
ൿ
ɸа ̶ й о߸ ս Һϰ, ϰ, ϰ, '', ' ؼ' ϰ
ոϴٰ Ѵ.
ȸ糪 ߰
ǿԴ ̹ Ǿ ִ ΰ ൿ Ž Ϳ Ұϴ.
- Ƹ ƮŰ
- ո ΰ
ٽ Ǵ ų Ǵ Ǿ Դ.
ٽ 'ΰ ⺻ ո̸, Ư
ſ ȿ ൿѴ' ̴.
, ſ ո յڰ ° ڽſ
Ǵ ٴ ̴.
߱, Ȱ
ִ ؼҼ̸, ո ൿϴ 幰.
ġ ' ոϰ, ڽſ 浵 , ϰ
ΰ'ϴ ̴.
Tip
ٿ , 18 ĿǼ մԵ鿡 'ż To Insure Promptness'
ִ ڿ ֵ Եƴٰ Ѵ.
ȸ mental accounting
ī ó Ż ȣ/ ' ٸ ġ ؼ Ժη ع '
ǥϸ, ó , 뵵 Ͽ ϴ .
ٸ ġ Ͽ Ժη ع Ѵ.
- ī,
. ؼ ġ ִ
ġ żϿ Ư ' ȸ' ſ, ġŭ ִ. –> μ
ڱ
ڱ ϰ ٷ ȴ' ְ
ܱ ξ ִ. ᱹ Ǿ
Ǿ ɼ ֱ ̴.
-> /äǺٴ
ֽ ҷ
ൿ ϴ 2
- ٴϿ īʸհ Ƹ ƮŰ '/ ̷(
Ͽ м)
- ó Ż '
ȸ'
/ ̷
Prospect Theory
κ ִ ȸ , ظ
Ѵ.
ڲ۵ ǵ ø DZ Ѵ.
ڷ ϱ ū һϴ ̴.
̷п Ļϴ 2 ⺻
1.
սǿ (սȸ loss aversion)
̹ ϴ ɸ(Ÿ sunk cost
fallacy) ս Ǵ
2.
繰 ִ ״ ϰ ϴ (
status quo bias) ϰ ִ Ϳ ϴ (ȿ endowment effect) εǾ ȭ
ȿ Disposition Effect
϶ ֽ ¼ ֽ ʹ Ǵ. ̴ / ̷а սȸǸ Ȯ ̶
ִ.
սȸ ɸ
¼ ֽ Ȱ ϶ ֽ ִ , Ѵ.
, ݴ ϴ ξ ̴.
սǿ ʹ
ø ִ Ŀٶ ɼ ִ Ȯ Ѵ.
- īʸհ ƮŰ
ǻȰ , ֽĺ Ȯ ڸ ȣϴ
̴. ̵鿡Դ ο 6~7%
ֽ 11% ִ 'ȸ' ξ ŷ ġ ̴.
'Ÿ '
Ǵ ڽ ó ̰ ʱ ̴. װ ݵ Ÿο ؼ
ƴϴ. κ ־ ΰ ǰ̰ ɿ ̴.
ֽĿ ؾ
ְ ϴ ǵ ÷ ŷ ϶ϴ ǵ庸 ̴.
5Ⱓ մ ڱ̶ κ Ʈ
ֽ ϴ .
ְ
ְ ϴ ( ) ÷ ȸ ɷ̴.
ܱδ ̳ Ͱ ְ ϴ 쵵 ִ. ð ְ ȸ ֿ ִ ؼ ؿԴ.
, ' ̰
ΰ?' ϰ ڹ , ʰڴٸ װ
̻ ʿ ̴.
Ͽ Choice under Conflict
ŷ ൿ ̷ų ƹ ൿ ʴ .
Decision Paralysis
ó ʹ Ŀ ϱ .
Tradeoff Contrast
ٸ (װ õ ̶ ص) ν ġ öų Ȥ .
ش ȸ Extremeness Aversion
߿ ߰ ġϴ ϴ ִ.
Status Quo Bias
ȭ (resistance to change)
ģ Ϳ ϰ, 繰 ִ ״ ϰ ϴ Ӽ ϰ ִ.
ȿ Endowment Effect
ڽ ٸ ͺ ϴ .
ս ȸ' ٸ · Ÿ . ϴ ( ؾ߸ ϴ ) ʹ ߽ , ȸ(
ൿ ν Ұ Ǵ ) ġ ϴ ִ.
ȸϴ
20 ߴ Ϻ ʾҴ ϵ ȸϰ ȴ.
- ũ Ʈ
翡 , ܱδ, ȸ , δ ʾҴ
ȸϸ ϴ 巯.
ζǿ ø ÷ Ȯ ϴٴ ˸鼭 ̸ Ѵ.
ð - ÷ -
ð Բ(÷̼ ) ŷ ϵǴ ع ٴ Ϳ ϱ ٶ.
ŷ Ϸ ֽĿ ϴ ּ ̶ ͵ ؾ ȴ.
ϴ ϴٴ ͵ ο ξ Ѵ.
Ȯ
𰡿 ϰ ǰ Ǹ Ⱑ ô .
ؼ ̸ ٰŷ ̷ ǴѴ.
汸 – ſ
ְ ڽ 췮ָ ٰ ϰ, ְ
Ŀ ֽ ȾҴٰ Ѵ.
汸 – 뼼
뼼 ģ The trend is your friend - ȭ
Ÿ
ڽ Ǵܺٴ 뼼 ϴ ִ.
ڱ
ڽ ɷ, , 縮 ϰ Ѵ.
ȭ Ÿ
ڵ ְ ٱ ֽ Ȱ,
ó δ Ѵ.
߿ ۾ Բ ൿϴ ᱹ ϴ ̴.
ϴ ü ϴ ִ иϴ. 츮 'κ , ǥ ϰ, ǹ ְ λ ϰ ִ' ϰ ִ.
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