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Predictably irrational : the hidden forces that shape our decisions 1st ed

Predictably irrational : the hidden forces that shape our decisions 1st ed (27회 대출)

자료유형
단행본
개인저자
Ariely, Dan.
서명 / 저자사항
Predictably irrational : the hidden forces that shape our decisions / Dan Ariely.
판사항
1st ed.
발행사항
New York, NY :   Harper ,   c2008   (2009 printing)  
형태사항
xxii, 280 p. : ill. ; 23 cm.
ISBN
9780061353239 (hbk.) 006135323X 9780007256532 (pbk.) 0007256531
요약
An evaluation of the sources of illogical decisions explores the reasons why irrational thought often overcomes level-headed practices, offering insight into the structural patterns that cause people to make the same mistakes repeatedly.
일반주기
HarperCollins ed: 2009.  
내용주기
1. The truth about relativity : why everything is relative, even when it shouldn't be -- 2. The fallacy of supply and demand : why the price of pearls, and everything else, is up in the air -- 3. The cost of zero cost : why we often pay too much when we pay nothing -- 4. The cost of social norms : why we are happy to do things, but not when we are paid to do them -- 5. The influence of arousal : why hot is much hotter than we realize -- 6. The problem of procrastination and self-control : why we can't make ourselves do what we want to do -- 7. The high price of ownership : why we overvalue what we have -- 8. Keeping doors open : why options distract us from our main objective -- 9. The effect of expectations : why the mind gets what it expects -- 10. The power of price : why a 50-cent aspirin can do what a penny aspirin can't -- 11. The context of our character, part I : why we are dishonest, and what we can do about it -- 12. The context of our character, part II : why dealing with cash makes us more honest -- 13. Beer and free lunches : what is behavioral economics, and where are the free lunches?
서지주기
Includes bibliographical references (p. [259]-267) and index.
일반주제명
Decision making. Economics -- Psychological aspects. Consumer behavior. Decision making. Thought and thinking. Reasoning. Economics -- Psychological aspects. Consumers.
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245 1 0 ▼a Predictably irrational : ▼b the hidden forces that shape our decisions / ▼c Dan Ariely.
250 ▼a 1st ed.
260 ▼a New York, NY : ▼b Harper , ▼c c2008 ▼g (2009 printing)
300 ▼a xxii, 280 p. : ▼b ill. ; ▼c 23 cm.
500 ▼a HarperCollins ed: 2009.
504 ▼a Includes bibliographical references (p. [259]-267) and index.
505 0 ▼a 1. The truth about relativity : why everything is relative, even when it shouldn't be -- 2. The fallacy of supply and demand : why the price of pearls, and everything else, is up in the air -- 3. The cost of zero cost : why we often pay too much when we pay nothing -- 4. The cost of social norms : why we are happy to do things, but not when we are paid to do them -- 5. The influence of arousal : why hot is much hotter than we realize -- 6. The problem of procrastination and self-control : why we can't make ourselves do what we want to do -- 7. The high price of ownership : why we overvalue what we have -- 8. Keeping doors open : why options distract us from our main objective -- 9. The effect of expectations : why the mind gets what it expects -- 10. The power of price : why a 50-cent aspirin can do what a penny aspirin can't -- 11. The context of our character, part I : why we are dishonest, and what we can do about it -- 12. The context of our character, part II : why dealing with cash makes us more honest -- 13. Beer and free lunches : what is behavioral economics, and where are the free lunches?
520 ▼a An evaluation of the sources of illogical decisions explores the reasons why irrational thought often overcomes level-headed practices, offering insight into the structural patterns that cause people to make the same mistakes repeatedly.
650 0 ▼a Decision making.
650 0 ▼a Economics ▼x Psychological aspects.
650 0 ▼a Consumer behavior.
650 7 ▼a Decision making. ▼2 sears
650 7 ▼a Thought and thinking. ▼2 sears
650 7 ▼a Reasoning. ▼2 sears
650 7 ▼a Economics ▼x Psychological aspects. ▼2 sears
650 7 ▼a Consumers. ▼2 sears
945 ▼a KINS

컨텐츠정보

책소개

2008 아마존 비즈니스부문 올해의 책

왜 식당에 가면 친구가 시킨 메뉴 말고 꼭 다른 것을 고르고 싶을까?
왜 이 여자가 더 좋으면서 지금 여자친구와는 헤어지지 못할까?
왜 스타벅스 커피는 아무렇지 않게 마시면서 자판기 커피 100원 오른 건 아까울까?

이 책에서 저자는 수년에 걸쳐 실시한 다양하고 기발한 실험을 통해 ‘인간은 합리적인 존재’라는 생각이 완전히 터무니없는 것임을 증명한다. 정답이 빤히 보이는 확실한 상황에서도 결국 말도 안 되는 결정을 내리고 마는 우리들의 황당한 모습에 거침없는 메스를 들이댄다. 아울러 이러한 문제들을 해결할 수 있는 방안까지 명쾌하게 제시한다.

Why do smart people make irrational decisions every day? The answers will surprise you. Predictably Irrational is an intriguing, witty and utterly original look at why we all make illogical decisions. Why can a 50p aspirin do what a 5p aspirin can't? If an item is "free" it must be a bargain, right? Why is everything relative, even when it shouldn't be? How do our expectations influence our actual opinions and decisions? In this astounding book, behavioural economist Dan Ariely cuts to the heart of our strange behaviour, demonstrating how irrationality often supplants rational thought and that the reason for this is embedded in the very structure of our minds. Predicatably Irrational brilliantly blends everyday experiences with a series of illuminating and often surprising experiments, that will change your understanding of human behaviour. And, by recognising these patterns, Ariely shows that we can make better decisions in business, in matters of collective welfare, and in our everyday lives from drinking coffee to losing weight, buying a car to choosing a romantic partner.


정보제공 : Aladin

저자소개

댄 애리얼리(지은이)

듀크대학교 경제학과 교수로 경영대학원, 신경과학과, 의대 등에 두루 적을 두고 있다. MIT 미디어랩과 경영대학원 방문교수이자 보스턴 연방준비은행 연구원이기도 하다. 행동경제학 분야의 세계적 권위자로, 다양한 실험을 통해 보다 현실적으로 인간의 행동을 설명할 수 있는 이론적 근거를 마련하는 데 주력해왔다. 일상생활과 기업 경영에 많은 시사점을 던져주는 참신하고 탄탄한 이론을 통해 ‘미국을 대표하는 소장 경제학자’로 떠오르고 있다. 경제전문지 <포천>이 선정한 ‘당신이 꼭 알아야 할 신진 경영 대가 10인’에 이름을 올리기도 했다. 텔아비브대학교를 졸업하고 노스캐롤라이나대학교에서 인지심리학 박사 학위를, 듀크대학교에서 경영학 박사 학위를 받았다. 듀크대학교 내에 고급통찰센터(The Center for Advanced Hindsight)를 설립해 운영하고 있으며, 경제학과 심리학 그리고 경영학을 주제로 여러 선도적인 잡지에 폭넓게 글을 쓴다. 그의 다양한 연구 업적은 <뉴욕타임스>, <월스트리트저널>, <워싱턴포스트>, <보스턴글로브> 등 유수의 매체에 소개되어 큰 반향을 일으킨 바 있다.

정보제공 : Aladin

목차

INTRODUCTION
How an Injury Led Me to Irrationality and to the Research Described Here

Chapter 1
The Truth about Relativity
Why Everything Is Relative - Even When It Shouldn't Be

Chapter 2
The Fallacy of Supply and Demand
Why the Price of Pearls - and Everything Else - Is Up in the Air

Chapter 3
The Cost of Zero Cost
Why We Often Pay Too Much When We Pay Nothing

Chapter 4
The Cost of Social Norms
Why We Are Happy to Do Things, but Not When
We Are Paid to Do Them

Chapter 5
The Influence of Arousal
Why Hot Is Much Hotter Than We Realize

Chapter 6
The Problem of Procrastination and Self-Control
Why We Can't Make Ourselves Do
What We Want to Do

Chapter 7
The High Price of Ownership
Why We Overvalue What We Have

Chapter 8
Keeping Doors Open
Why Options Distract Us from Our Main Objective

Chapter 9
The Effect of Expectations
Why the Mind Gets What It Expects

Chapter 10
The Power of Price
Why a 50 - Cent Aspirin Can Do What a Penny Aspirin Can't

Chapter 11
The Context of Our Character, Part Ⅰ
Why We Are Dishonest, and What
We Can Do about It

Chapter 12
The Context of Our Character, Part Ⅱ
Why Dealing with Cash Makes Us More Honest

Chapter 13
Beer and Free Lunches
What Is Behavioral Economics, and Where Are the Free Lunches?

Thanks
List of Collaborators
Notes
Bibliography and Additional Readings
Index


정보제공 : Aladin

관련분야 신착자료

Marmion, Jean-François (2020)