TOWARD A POSITIVE THEORY OF CONSUMER CHOICE
TOWARD A POSITIVE THEORY OF CONSUMER CHOICE
复制标题
DOI：
10.1016/0167-2681(80)90051-7
复制
发表时间：
1980-01-01
影响因子：
2.2
通讯作者：
THALER, R
中科院分区：
文献类型：
--
作者：
THALER, R
消费者经济理论是实证理论和规范理论的结合。由于它是基于一个理性最大化模型，它描述了消费者应该如何选择，但据称也描述了他们如何选择。本文认为，在某些定义明确的情况下，许多消费者的行为方式是不符合经济理论。在这些情况下，经济理论在预测行为时会出现系统性错误。Kanneman和Tversey的前景理论被提出作为另一种描述性理论的基础。讨论的主题是：机会成本的低估、未能忽视沉没成本、选择不选择和后悔的逃避行为、预承诺和自我控制。
The economic theory of the consumer is a combination of positive and normative theories. Since it is based on a rational maximizing model it describes how consumersshouldchoose, but it is alleged to also describe how theydochoose. This paper argues that in certain well-defined situations many consumers act in a manner that is inconsistent with economic theory. In these situations economic theory will make systematic errors in predicting behavior. Kanneman and Tversey's prospect theory is proposed as the basis for an alternative descriptive theory. Topics discussed are: undeweighting of opportunity costs, failure to ignore sunk costs, scarch behavior choosing not to choose and regret, and precommitment and self-control.