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同样一份肠粉,在深圳罗湖的晶都酒店和相距不过百米的蔡屋围一间小食店,如果价钱一样,肯定没有一个人愿意去蔡屋围的那间小食店享用;据统计,全球新创业公司头三年失败率高达75%—80%,但几乎每一个创业者都坚信自己创业一定能成功。对于假定人都是理性的“经济人”的传统经济学无法解释的这些现象,行为经济学给出了很好的解释——受主观与情感支配的人,最多只能说是“有限理性”。房地产营销面对的是一个个鲜活的消费者。购房对于许多人来说可能都是关乎一生的重大消费,其引起的强烈心理变化,令行为经济学对房地产营销而言,变得越来越有意义。
The same piece of rice noodles, in the Crystal Hotel in Luohu in Shenzhen and apart from a hundred meters Caishe Wai a small restaurant, if the same price, certainly not a person willing to go Cai Cai Wai that snack shop to enjoy; according to statistics, Global start-ups hit a failure rate of 75% -80% in the first three years, but almost every entrepreneur is convinced that their business will succeed. Behavioral economics gives a good explanation of these phenomena, unexplained by the traditional economics of the “economic man,” assuming that man is rational, at best up to nothing but “bounded rationality” . Real estate marketing is faced with a fresh consumer. Buying a home may be a lifetime-heavy consumer for many people, with a strong psychological shift that makes behavioral economics more and more meaningful for real estate marketing.