型男老總│書給你聽 EP565_商管理財篇：《為什麼一直輸，卻還是一直賭？》聰明人才會中招的行為經濟學?
《為什麼一直輸，卻還是一直賭？》商管理財｜21_3_17
定價：390元
優惠價：79折 308元
購買網址：https://www.cite.com.tw/book?id=2AB979
文/城邦書虫總經理 林福益
愛賭，究竟是人性？還是以小搏大、槓桿原理的機率經濟學？我們總覺得，沒人會跟錢過不去，所以只要是從經濟學的角度來看，明知輸了就設停損點、認賠出場，可偏偏能保持理性的人沒多少。許多事實都證明，我們很容易受到感情、偏見與心理因素影響，而做出非理性的經濟決策。
就像一樣都是一萬元，尾牙抽獎或買彩券得到的意外之財，與加班辛苦工作掙得的血汗薪資相比之下，多數人在花意外之財時就會不太在乎，拿來請客或犒賞自己就很隨興，完全忘了思考，其實這些錢是等值的，應該好好存下來。
又或者，逛超商看到商品促銷「第二件五折」、「買二送一」……這類的行銷話術，心中就會有一種多買多賺的錯誤連結，明明根本不需要，卻多買了。而在理財心理上，對於自己投入的虧損，就是狠不下心來斷尾求生，心中莫名地覺得總有一天會翻盤，結果愈賠愈多。原來，經濟學早看穿人類的心理魔障，所以才有無數的行為經濟學現象，讓我們十分汗顏。 Receive SMS online on sms24.me
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