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现代经济学是从决策效用这个概念来理解效用的。通过效用最大化分析范式,经济学家反过来再推断经济主体的决策和选择。在本文看来,这样理解是重大的错误,因为经济主体经常为了维持“自我价值”不选择他真正想选择的标的。事实上,主体从来都不是中立的。当个体得不到某样他想得到的东西时,他经常为了要面子而说他不喜欢这东西。但是,当被强迫接受他并不喜欢的事物时,他为了保住面子而表现出他喜欢这事物。尽管像这样的非理性行为可能会降低经济主体的物质效用,却能给经济主体以心理上的满足和主观上的安慰,所以提高了主体的非物质效用。在这个意义上,经济主体选择这类行为是完全理性的,而这直接违反了新古典主义中的理性概念。
Modern economics comprehends utility from the concept of decision utility. Through the utility maximization analysis paradigm, economists in turn deduce the decisions and choices of economic agents. It seems to me that this understanding is a major mistake, because economic agents often choose not to choose what he really wants to choose in order to maintain “self-worth.” In fact, the subject is never neutral. When an individual can not get something he wants, he often says he does not like it in order to face it. However, when forced to accept what he did not like, he showed his liking for the sake of his face. Although such irrational behavior may reduce the material utility of the economic subjects, it can give the economic subjects psychological satisfaction and subjective comfort, thus enhancing the non-material utility of the subject. In this sense, it is completely rational for economic agents to choose such acts, which directly violates the rational concept of neoclassicalism.