{"id":211440,"date":"2024-04-24T09:51:29","date_gmt":"2024-04-24T01:51:29","guid":{"rendered":"https:\/\/www.hkubs.hku.hk\/research\/thought-leadership\/%e8%a1%8c%e7%82%ba%e7%b6%93%e6%bf%9f%e5%ad%b8%e5%b0%8d%e8%b6%a8%e5%90%89%e9%81%bf%e9%9a%aa%e5%92%8c%e5%8d%9a%e5%bd%a9%e7%9a%84%e9%97%a1%e9%87%8b\/"},"modified":"2024-04-25T18:56:43","modified_gmt":"2024-04-25T10:56:43","slug":"behavioural-economics-on-risk-aversion-and-gambling","status":"publish","type":"thought-leadership","link":"https:\/\/www.hkubs.hku.hk\/tc\/research\/thought-leadership\/hkej-column\/behavioural-economics-on-risk-aversion-and-gambling\/","title":{"rendered":"\u884c\u70ba\u7d93\u6fdf\u5b78\u5c0d\u8da8\u5409\u907f\u96aa\u548c\u535a\u5f69\u7684\u95e1\u91cb"},"content":{"rendered":"<p>\u4ee5\u8272\u5217\u88d4\u7f8e\u570b\u5fc3\u7406\u5b78\u5bb6\u3001\u66a2\u92b7\u66f8\u300a\u5feb\u601d\u6162\u60f3\u300b\uff08Thinking, Fast and Slow\uff09\u7684\u4f5c\u8005\u5361\u5167\u66fc\uff08Daniel Kahneman\uff09\u5728\u672c\u5e743\u670827\u65e5\u96e2\u4e16\uff0c\u4eab\u5e7490\u6b72\u3002\u4ed6\u8207\u5fc3\u7406\u5b78\u5bb6\u7279\u6c83\u65af\u57fa\uff08Amos 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aversion\uff09\u5f71\u97ff\u4e0b\uff0c\u5fc5\u9808\u8d0f\u56de\u4f86\u624d\u6536\u624b\u96e2\u5834\u3002<\/p>\n<p>\u5c55\u671b\u7406\u8ad6\u89e3\u91cb\u4e86\u4eba\u5011\u96e3\u4ee5\u5fcd\u53d7\u640d\u5931\u7684\u5fc3\u7406\uff0c\u640d\u5931\u6108\u5927\uff0c\u6108\u50be\u5411\u5192\u96aa\uff08risk-seeking\uff09\u3002\u4e00\u9805\u7814\u7a76\u767c\u73fe\uff0c\u5728\u9999\u6e2f\u7684\u5f37\u7a4d\u91d1\u6295\u8cc7\u4e2d\uff0c\u4f9b\u6b3e\u4eba\u50be\u5411\u9078\u64c7\u8f03\u9ad8\u98a8\u96aa\u7684\u6295\u8cc7\u7d44\u5408\uff0c\u539f\u56e0\u6b63\u662f\u4ed6\u5011\u8a8d\u70ba\u85aa\u91d1\u88ab\u8feb\u653e\u9032\u5f37\u7a4d\u91d1\u6236\u53e3\uff0c\u76f4\u81f3\u9000\u4f11\u4e4b\u5f8c\u624d\u80fd\u53d6\u56de\uff0c\u5be6\u5728\u662f\u4e00\u7a2e\u640d\u5931<a href=\"#\u8a3b\">\u3010\u8a3b1\u3011<\/a>\u3002<\/p>\n<h5>\u535a\u5f69\u6536\u5165 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State Lottery Act of 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effect\uff09\u5206\u6790\uff1a\u5927\u773e\u63a5\u6536\u6709\u95dc\u516d\u5408\u5f69\u7684\u8cc7\u8a0a\u6642\uff0c\u53ea\u6703\u6536\u5230\u6709\u95dc\u734e\u91d1\u91d1\u984d\uff0c\u4ee5\u53ca\u53c8\u6709\u4eba\u4e2d\u734e\u7684\u6d88\u606f\u3002\u5728\u8003\u616e\u662f\u5426\u6295\u6ce8\u6642\uff0c\u57fa\u65bc\u4e2d\u734e\u983b\u7387\u9ad8\u548c\u734e\u91d1\u91d1\u984d\u5927\u7684\u8a0a\u606f\uff0c\u65bc\u662f\u8a8d\u70ba\u81ea\u5df1\u4ea6\u6703\u4e2d\u734e\u3002\u5982\u6b64\uff0c\u7d93\u71df\u516d\u5408\u5f69\u80fd\u5920\u5e36\u4f86\u9f90\u5927\u6536\u5165\uff0c\u4e14\u8db3\u4ee5\u8cc7\u52a9\u516c\u5171\u670d\u52d9\u7684\u90e8\u5206\u6210\u672c\u3002<\/p>\n<h5>\u4e86\u89e3\u4eba\u6027 \u5999\u7528\u7121\u7aae<\/h5>\n<p>\u5728\u516c\u5171\u653f\u7b56\u4e0a\uff0c\u884c\u70ba\u7d93\u6fdf\u5b78\u7684\u7406\u8ad6\u5728\u8fd1\u5e74\u4ea6\u88ab\u5ee3\u6cdb\u61c9\u7528\u3002\u5176\u4e2d\u300c\u8f15\u63a8\u7406\u8ad6\u300d\uff08Nudge Theory\uff09\u5728\u65b0\u51a0\u80ba\u708e\u75ab\u60c5\u671f\u9593\uff0c\u88ab\u7528\u65bc\u9f13\u52f5\u6c11\u773e\u6ce8\u5c04\u75ab\u82d7\u3002\u6240\u8b02\u300c\u8f15\u63a8\u300d\uff0c\u5373\u900f\u904e\u6539\u8b8a\u4eba\u5011\u5c0d\u4e8b\u60c5\u7684\u770b\u6cd5\uff0c\u5f15\u5c0e\u4ed6\u5011\u4f5c\u51fa\u7279\u5b9a\u884c\u70ba\u6216\u9078\u64c7\u3002\u5728\u7f8e\u570b\uff0c\u5730\u65b9\u653f\u5e9c\u6703\u4ee5\u767c\u9001\u77ed\u8a0a\u65b9\u5f0f\u63d0\u793a\u6c11\u773e\u63a5\u7a2e\u75ab\u82d7\uff1b\u6709\u7814\u7a76\u767c\u73fe<a href=\"#\u8a3b\">\u3010\u8a3b2\u3011<\/a>\uff0c\u8207\u5176\u4ed6\u7d14\u7cb9\u63d0\u793a\u6216\u5229\u7528\u5f9e\u773e\u5fc3\u7406\u7684\u8a0a\u606f\u76f8\u6bd4\uff0c\u5167\u542b\u300c\u5df2\u70ba\u4f60\u9810\u7559\u75ab\u82d7\u300d\u7684\u8a0a\u606f\u66f4\u80fd\u6709\u6548\u63a8\u5ee3\u75ab\u82d7\u6ce8\u5c04\u3002<\/p>\n<p>\u53e6\u4e00\u500b\u5ee3\u88ab\u63a1\u7528\u7684\u7406\u8ad6\u70ba\u300c\u9810\u8a2d\u9078\u9805\u300d\uff08default option\uff09\u3002\u5f37\u7a4d\u91d1\u8a08\u5283\u63d0\u4f9b\u7684\u6295\u8cc7\u9078\u9805\u4e94\u82b1\u516b\u9580\uff0c\u4e00\u822c\u4eba\u8981\u5b8c\u5168\u4e86\u89e3\u53ca\u7d30\u52a0\u5206\u6790\u5341\u5206\u8cbb\u6642\uff0c\u4ee5\u81f4\u6700\u7d42\u9078\u64c7\u7121\u52a9\u65bc\u7d2f\u7a4d\u8ca1\u5bcc\uff0c\u751a\u81f3\u9304\u5f97\u8667\u640d\u3002\u9810\u8a2d\u9078\u9805\u70ba\u4eba\u5011\u7c21\u5316\u554f\u984c\uff0c\u5f9e\u800c\u907f\u514d\u56e0\u932f\u8aa4\u9078\u64c7\u800c\u9020\u6210\u640d\u5931\u3002<\/p>\n<p>\u6b64\u5916\uff0c\u9810\u8a2d\u9078\u9805\u4ea6\u88ab\u7528\u65bc\u9f13\u52f5\u5e02\u6c11\u53c3\u8207\u8a08\u5283\u6216\u6d3b\u52d5\uff0c\u4f8b\u5982\u5728\u90e8\u5206\u6c92\u6709\u5f37\u5236\u5e02\u6c11\u53c3\u8207\u9000\u4f11\u5132\u84c4\u4fdd\u969c\u7684\u5730\u5340\uff0c\u5148\u9810\u8a2d\u5e02\u6c11\u540c\u610f\u53c3\u8207\u8a08\u5283\uff0c\u53cd\u800c\u4e0d\u9858\u610f\u53c3\u52a0\u8005\u5247\u9808\u53e6\u884c\u7533\u8acb\u3002\u6b64\u4e00\u505a\u6cd5\u7121\u7591\u7e2e\u77ed\u5e02\u6c11\u4f5c\u51fa\u91cd\u8981\u53ca\u8907\u96dc\u6c7a\u5b9a\u7684\u6642\u9593\uff0c\u6e1b\u5c11\u5ef6\u8aa4\u3002<\/p>\n<p>\u7279\u6c83\u65af\u57fa\u548c\u5361\u5167\u66fc\u90fd\u5df2\u5148\u5f8c\u96e2\u4e16\uff0c\u4f46\u5169\u4eba\u91dd\u5c0d\u4eba\u6027\u65b9\u9762\u7684\u767c\u73fe\uff0c\u65e9\u5df2\u6253\u4e0b\u5805\u5be6\u7684\u7406\u8ad6\u57fa\u790e\uff0c\u884c\u70ba\u7d93\u6fdf\u5b78\u5bb6\u65bc\u8fd1\u5e74\u7814\u7a76\u4e2d\uff0c\u5728\u50b3\u7d71\u7d93\u6fdf\u5b78\u7406\u8ad6\u7684\u76f8\u95dc\u7bc4\u7587\u66f4\u4e0a\u5c64\u6a13\u3002<\/p>\n<p>2017\u5e74\uff0c\u8afe\u8c9d\u723e\u7d93\u6fdf\u5b78\u734e\u5f97\u4e3b\u585e\u52d2\uff08Richard Thaler\uff09\u9032\u4e00\u6b65\u7d50\u5408\u5fc3\u7406\u5b78\u8207\u7d93\u6fdf\u5b78\u7406\u8ad6\uff0c\u4ee5\u5206\u6790\u4eba\u7684\u6c7a\u7b56\u548c\u884c\u70ba\uff0c\u4e26\u9032\u884c\u5be6\u8b49\u7814\u7a76\uff0c\u5927\u5927\u4fc3\u9032\u4e86\u884c\u70ba\u7d93\u6fdf\u5b78\u7684\u767c\u5c55\uff0c\u4ee4\u6b64\u4e00\u9818\u57df\u91cd\u767b\u8afe\u8c9d\u723e\u734e\u7684\u570b\u969b\u821e\u53f0\u3002\u4e0a\u8ff0\u7814\u7a76\u9664\u4e86\u589e\u9032\u7d93\u6fdf\u5b78\u7406\u8ad6\u89e3\u91cb\u793e\u6703\u73fe\u8c61\u7684\u53ef\u9760\u6027\u4e4b\u5916\uff0c\u4ea6\u70ba\u7d93\u6fdf\u5b78\u7814\u7a76\u53e6\u95e2\u8e4a\u5f91\u3002<\/p>\n<p>&nbsp;<\/p>\n<p><a id=\"\u8a3b\" name=\"\u8a3b\"><\/a>\u3010\u8a3b1\u3011<span>\uff1a \u53c3\u898b<a href=\"https:\/\/doi.org\/10.5539\/ass.v10n6p205\">https:\/\/doi.org\/10.5539\/ass.v10n6p205<\/a><\/span><\/p>\n<p><a id=\"\u8a3b\" name=\"\u8a3b\"><\/a>\u3010\u8a3b2\u3011<span>\uff1a \u53c3\u898b<a href=\"https:\/\/doi.org\/10.1073\/PNAS.2101165118\">https:\/\/doi.org\/10.1073\/PNAS.2101165118<\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><strong>\u8d99\u8000\u83ef\u6559\u6388<\/strong><br \/>\n<strong>\u6e2f\u5927\u7d93\u7ba1\u5b78\u9662\u7d93\u6fdf\u5b78\u69ae\u8b7d\u526f\u6559\u6388<\/strong><\/p>\n<p><strong>\u5289\u5f65\u5f70\u5148\u751f<\/strong><br \/>\n<strong>\u6e2f\u5927\u7d93\u7ba1\u5b78\u9662\u672c\u79d1\u751f<\/strong><\/p>\n<p><strong>\u5433\u5146\u5eb7\u5148\u751f<\/strong><br \/>\n<strong>\u6e2f\u5927\u7d93\u7ba1\u5b78\u9662\u672c\u79d1\u751f<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>\uff08\u672c\u6587\u540c\u6642\u65bc\u4e8c\u96f6\u4e8c\u56db\u5e74\u56db\u6708\u4e8c\u5341\u56db\u65e5\u8f09\u65bc\u300a\u4fe1\u5831\u300b\u300c\u9f8d\u864e\u5c71\u4e0b\u300d\u5c08\u6b04\uff09<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_lmt_disableupdate":"no","_lmt_disable":"","footnotes":""},"tags":[],"class_list":["post-211440","thought-leadership","type-thought-leadership","status-publish","hentry","leadership-topic-categories-hkej-column-tc","in-the-media-topic-categories-faculty-tc"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"\u4ee5\u8272\u5217\u88d4\u7f8e\u570b\u5fc3\u7406\u5b78\u5bb6\u3001\u66a2\u92b7\u66f8\u300a\u5feb\u601d\u6162\u60f3\u300b\uff08Thinking, Fast and Slow\uff09\u7684\u4f5c\u8005\u5361\u5167\u66fc\uff08Daniel Kahneman\uff09\u5728\u672c\u5e743\u670827\u65e5\u96e2\u4e16\uff0c\u4eab\u5e7490\u6b72\u3002\u4ed6\u8207\u5fc3\u7406\u5b78\u5bb6\u7279\u6c83\u65af\u57fa\uff08Amos Tversky\uff09\u901a\u904e\u5be6\u9a57\u7814\u7a76\uff0c\u5c07\u8a8d\u77e5\u5fc3\u7406\u5b78\u7684\u89c0\u9ede\u8207\u7d93\u6fdf\u5b78\u7406\u8ad6\u7d50\u5408\uff0c\u70ba\u50b3\u7d71\u7d93\u6fdf\u5b78\u7121\u6cd5\u89e3\u91cb\u7684\u884c\u70ba\u63d0\u4f9b\u4e86\u65b0\u89e3\u91cb\uff0c\u6210\u70ba\u884c\u70ba\u7d93\u6fdf\u5b78\u9818\u57df\u7684\u5148\u9a45\u3002 \u5361\u5167\u66fc\u7684\u7814\u7a76\u6df1\u523b\u900f\u5fb9\uff0c\u9769\u65b0\u4e86\u4eba\u5011\u5c0d\u65bc\u6c7a\u7b56\u3001\u98a8\u96aa\u8a55\u4f30\u548c\u5fc3\u7406\u9810\u671f\u7684\u7406\u89e3\uff0c\u8ca2\u737b\u826f\u591a\uff1b2002\u5e74\u56e0\u800c\u69ae\u7372\u8afe\u8c9d\u723e\u7d93\u6fdf\u5b78\u734e\uff0c\u800c\u4ed6\u7684\u7814\u7a76\u5925\u4f34\u7279\u6c83\u65af\u57fa\u5247\u56e0\u65e9\u901d\u800c\u7de3\u6173\u8afe\u734e\u3002 \u4e0d\u7518\u640d\u5931 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1984\uff09\uff0c2010\u5e74\u4f5c\u51fa\u4fee\u8a02\u5f8c\uff0c\u898f\u5b9a\u6700\u5c1187%\u535a\u5f69\u6536\u5165\u5fc5\u9808\u56de\u994b\u793e\u6703\uff0c\u5305\u62ec\u8cc7\u52a9\u516c\u5171\u6559\u80b2\u958b\u652f\u3002\u81ea1985\u5e74\u8d77\uff0c\u535a\u5f69\u5df2\u70ba\u7576\u5730\u516c\u7acb\u5b78\u6821\u7d2f\u8a08\u63d0\u4f9b\u8d85\u904e415\u5104\u7f8e\u5143\u3002 \u5728\u9999\u6e2f\uff0c\u8cfd\u99ac\u6703\u4f5c\u70ba\u6700\u5927\u7684\u535a\u5f69\u4e8b\u696d\u7d93\u71df\u8005\uff0c\u6bcf\u5e74\u900f\u904e\u8cfd\u99ac\u6703\u6148\u5584\u4fe1\u8a17\u57fa\u91d1\u958b\u5c55\u516c\u76ca\u9805\u76ee\u548c\u8209\u8fa6\u6148\u5584\u6d3b\u52d5\u3002\u4e8b\u5be6\u4e0a\uff0c\u900f\u904e\u7d93\u71df\u8ced\u535a\u4e8b\u696d\u70ba\u516c\u5171\u6216\u6148\u5584\u670d\u52d9\u7c4c\u6b3e\u7684\u505a\u6cd5\uff0c\u53ef\u5f9e\u884c\u70ba\u7d93\u6fdf\u5b78\u89d2\u5ea6\u52a0\u4ee5\u89e3\u8b80\u3002\u4ee5\u6e2f\u4eba\u95dc\u6ce8\u7684\u516d\u5408\u5f69\u70ba\u4f8b\uff0c\u9019\u7a2e\u6a02\u900f\u5f62\u5f0f\u7684\u535a\u5f69\u975e\u5e38\u7c21\u55ae\u6613\u660e\u3002\u516d\u5408\u5f69\u7684\u734e\u91d1\u6c60\uff08\u91d1\u591a\u5bf6\uff09\u7d2f\u7a4d\u6295\u6ce8\uff0c\u82e5\u6c92\u6709\u4eba\u4e2d\u734e\uff0c\u5c31\u6703\u7d2f\u7a4d\u81f3\u4e0b\u4e00\u671f\uff0c\u76f4\u81f3\u6709\u4eba\u4e2d\u734e\u3002 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effect\uff09\u5206\u6790\uff1a\u5927\u773e\u63a5\u6536\u6709\u95dc\u516d\u5408\u5f69\u7684\u8cc7\u8a0a\u6642\uff0c\u53ea\u6703\u6536\u5230\u6709\u95dc\u734e\u91d1\u91d1\u984d\uff0c\u4ee5\u53ca\u53c8\u6709\u4eba\u4e2d\u734e\u7684\u6d88\u606f\u3002\u5728\u8003\u616e\u662f\u5426\u6295\u6ce8\u6642\uff0c\u57fa\u65bc\u4e2d\u734e\u983b\u7387\u9ad8\u548c\u734e\u91d1\u91d1\u984d\u5927\u7684\u8a0a\u606f\uff0c\u65bc\u662f\u8a8d\u70ba\u81ea\u5df1\u4ea6\u6703\u4e2d\u734e\u3002\u5982\u6b64\uff0c\u7d93\u71df\u516d\u5408\u5f69\u80fd\u5920\u5e36\u4f86\u9f90\u5927\u6536\u5165\uff0c\u4e14\u8db3\u4ee5\u8cc7\u52a9\u516c\u5171\u670d\u52d9\u7684\u90e8\u5206\u6210\u672c\u3002 \u4e86\u89e3\u4eba\u6027 \u5999\u7528\u7121\u7aae \u5728\u516c\u5171\u653f\u7b56\u4e0a\uff0c\u884c\u70ba\u7d93\u6fdf\u5b78\u7684\u7406\u8ad6\u5728\u8fd1\u5e74\u4ea6\u88ab\u5ee3\u6cdb\u61c9\u7528\u3002\u5176\u4e2d\u300c\u8f15\u63a8\u7406\u8ad6\u300d\uff08Nudge Theory\uff09\u5728\u65b0\u51a0\u80ba\u708e\u75ab\u60c5\u671f\u9593\uff0c\u88ab\u7528\u65bc\u9f13\u52f5\u6c11\u773e\u6ce8\u5c04\u75ab\u82d7\u3002\u6240\u8b02\u300c\u8f15\u63a8\u300d\uff0c\u5373\u900f\u904e\u6539\u8b8a\u4eba\u5011\u5c0d\u4e8b\u60c5\u7684\u770b\u6cd5\uff0c\u5f15\u5c0e\u4ed6\u5011\u4f5c\u51fa\u7279\u5b9a\u884c\u70ba\u6216\u9078\u64c7\u3002\u5728\u7f8e\u570b\uff0c\u5730\u65b9\u653f\u5e9c\u6703\u4ee5\u767c\u9001\u77ed\u8a0a\u65b9\u5f0f\u63d0\u793a\u6c11\u773e\u63a5\u7a2e\u75ab\u82d7\uff1b\u6709\u7814\u7a76\u767c\u73fe\u3010\u8a3b2\u3011\uff0c\u8207\u5176\u4ed6\u7d14\u7cb9\u63d0\u793a\u6216\u5229\u7528\u5f9e\u773e\u5fc3\u7406\u7684\u8a0a\u606f\u76f8\u6bd4\uff0c\u5167\u542b\u300c\u5df2\u70ba\u4f60\u9810\u7559\u75ab\u82d7\u300d\u7684\u8a0a\u606f\u66f4\u80fd\u6709\u6548\u63a8\u5ee3\u75ab\u82d7\u6ce8\u5c04\u3002 \u53e6\u4e00\u500b\u5ee3\u88ab\u63a1\u7528\u7684\u7406\u8ad6\u70ba\u300c\u9810\u8a2d\u9078\u9805\u300d\uff08default option\uff09\u3002\u5f37\u7a4d\u91d1\u8a08\u5283\u63d0\u4f9b\u7684\u6295\u8cc7\u9078\u9805\u4e94\u82b1\u516b\u9580\uff0c\u4e00\u822c\u4eba\u8981\u5b8c\u5168\u4e86\u89e3\u53ca\u7d30\u52a0\u5206\u6790\u5341\u5206\u8cbb\u6642\uff0c\u4ee5\u81f4\u6700\u7d42\u9078\u64c7\u7121\u52a9\u65bc\u7d2f\u7a4d\u8ca1\u5bcc\uff0c\u751a\u81f3\u9304\u5f97\u8667\u640d\u3002\u9810\u8a2d\u9078\u9805\u70ba\u4eba\u5011\u7c21\u5316\u554f\u984c\uff0c\u5f9e\u800c\u907f\u514d\u56e0\u932f\u8aa4\u9078\u64c7\u800c\u9020\u6210\u640d\u5931\u3002 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\u7279\u6c83\u65af\u57fa\u548c\u5361\u5167\u66fc\u90fd\u5df2\u5148\u5f8c\u96e2\u4e16\uff0c\u4f46\u5169\u4eba\u91dd\u5c0d\u4eba\u6027\u65b9\u9762\u7684\u767c\u73fe\uff0c\u65e9\u5df2\u6253\u4e0b\u5805\u5be6\u7684\u7406\u8ad6\u57fa\u790e\uff0c\u884c\u70ba\u7d93\u6fdf\u5b78\u5bb6\u65bc\u8fd1\u5e74\u7814\u7a76\u4e2d\uff0c\u5728\u50b3\u7d71\u7d93\u6fdf\u5b78\u7406\u8ad6\u7684\u76f8\u95dc\u7bc4\u7587\u66f4\u4e0a\u5c64\u6a13\u3002 2017\u5e74\uff0c\u8afe\u8c9d\u723e\u7d93\u6fdf\u5b78\u734e\u5f97\u4e3b\u585e\u52d2\uff08Richard Thaler\uff09\u9032\u4e00\u6b65\u7d50\u5408\u5fc3\u7406\u5b78\u8207\u7d93\u6fdf\u5b78\u7406\u8ad6\uff0c\u4ee5\u5206\u6790\u4eba\u7684\u6c7a\u7b56\u548c\u884c\u70ba\uff0c\u4e26\u9032\u884c\u5be6\u8b49\u7814\u7a76\uff0c\u5927\u5927\u4fc3\u9032\u4e86\u884c\u70ba\u7d93\u6fdf\u5b78\u7684\u767c\u5c55\uff0c\u4ee4\u6b64\u4e00\u9818\u57df\u91cd\u767b\u8afe\u8c9d\u723e\u734e\u7684\u570b\u969b\u821e\u53f0\u3002\u4e0a\u8ff0\u7814\u7a76\u9664\u4e86\u589e\u9032\u7d93\u6fdf\u5b78\u7406\u8ad6\u89e3\u91cb\u793e\u6703\u73fe\u8c61\u7684\u53ef\u9760\u6027\u4e4b\u5916\uff0c\u4ea6\u70ba\u7d93\u6fdf\u5b78\u7814\u7a76\u53e6\u95e2\u8e4a\u5f91\u3002 \u3010\u8a3b1\u3011\uff1a \u53c3\u898bhttps:\/\/doi.org\/10.5539\/ass.v10n6p205 \u3010\u8a3b2\u3011\uff1a \u53c3\u898bhttps:\/\/doi.org\/10.1073\/PNAS.2101165118\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"google-site-verification\" content=\"google-site-verification=MjdkluDgHpNk2vz5slbwER2Gusw2rUDQuVULMERWzLo\" \/>\n\t<link 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Kahneman\uff09\u5728\u672c\u5e743\u670827\u65e5\u96e2\u4e16\uff0c\u4eab\u5e7490\u6b72\u3002\u4ed6\u8207\u5fc3\u7406\u5b78\u5bb6\u7279\u6c83\u65af\u57fa\uff08Amos Tversky\uff09\u901a\u904e\u5be6\u9a57\u7814\u7a76\uff0c\u5c07\u8a8d\u77e5\u5fc3\u7406\u5b78\u7684\u89c0\u9ede\u8207\u7d93\u6fdf\u5b78\u7406\u8ad6\u7d50\u5408\uff0c\u70ba\u50b3\u7d71\u7d93\u6fdf\u5b78\u7121\u6cd5\u89e3\u91cb\u7684\u884c\u70ba\u63d0\u4f9b\u4e86\u65b0\u89e3\u91cb\uff0c\u6210\u70ba\u884c\u70ba\u7d93\u6fdf\u5b78\u9818\u57df\u7684\u5148\u9a45\u3002 \u5361\u5167\u66fc\u7684\u7814\u7a76\u6df1\u523b\u900f\u5fb9\uff0c\u9769\u65b0\u4e86\u4eba\u5011\u5c0d\u65bc\u6c7a\u7b56\u3001\u98a8\u96aa\u8a55\u4f30\u548c\u5fc3\u7406\u9810\u671f\u7684\u7406\u89e3\uff0c\u8ca2\u737b\u826f\u591a\uff1b2002\u5e74\u56e0\u800c\u69ae\u7372\u8afe\u8c9d\u723e\u7d93\u6fdf\u5b78\u734e\uff0c\u800c\u4ed6\u7684\u7814\u7a76\u5925\u4f34\u7279\u6c83\u65af\u57fa\u5247\u56e0\u65e9\u901d\u800c\u7de3\u6173\u8afe\u734e\u3002 \u4e0d\u7518\u640d\u5931 \u8ced\u5f92\u5fc3\u614b 1979\u5e74\uff0c\u4e0a\u8ff0\u5169\u4f4d\u5b78\u8005\u5171\u540c\u63d0\u51fa\u5ee3\u70ba\u4eba\u77e5\u7684\u5c55\u671b\u7406\u8ad6\uff08Prospect Theory\uff09\u3002\u5373\u4f7f\u5927\u90e8\u5206\u4eba\u90fd\u6703\u76e1\u529b\u898f\u907f\u98a8\u96aa\uff0c\u6709\u6642\u4ecd\u6703\u9078\u64c7\u5192\u96aa\uff1b\u5361\u5167\u66fc\u5982\u4f55\u8a6e\u91cb\u9019\u500b\u73fe\u8c61\u5462\uff1f\u8a66\u60f3\u50cf\u9762\u5c0d\u4ee5\u4e0b\u5169\u500b\u904a\u6232\u7684\u9078\u9805\uff1a \u904a\u62321 A.\u7acb\u5373\u7372\u5f97500\u5143 B.\u300c\u64f2\u516c\u5b57\u300d\uff1a\u300c\u516c\u300d\u53ef\u7372\u734e\u91d11000\u5143\uff0c\u300c\u5b57\u300d\u5247\u7121\u734e\u3002 \u4f60\u6703\u600e\u6a23\u9078\u64c7\u5462\uff1f \u904a\u62322 \u5148\u7d66\u4f601000\u5143\uff0c\u7136\u5f8c\u8b93\u4f60\u8003\u616e\u4ee5\u4e0b\u5169\u500b\u9078\u9805\uff1a C.\u5373\u6642\u640d\u5931500\u5143 D.\u300c\u64f2\u516c\u5b57\u300d\uff1a\u300c\u516c\u300d\u5c31\u640d\u59311000\u5143\uff0c\u300c\u5b57\u300d\u5247\u6beb\u7121\u640d\u5931\u3002 \u9019\u6b21\u4f60\u53c8\u6703\u600e\u6a23\u9078\u64c7\uff1f \u9019\u5169\u500b\u904a\u6232\u5728\u6578\u5b78\u4e0a\u672c\u8cea\u76f8\u540c\u3002\u300c\u904a\u62321\u300d\u898f\u5b9a\u4f60\u5728\u5169\u500b\u9078\u9805\u4e2d\u4efb\u64c7\u5176\u4e00\uff1aA\uff09\u80af\u5b9a\u53ef\u5f97500\u5143\uff0c\u6216B\uff09\u7372\u5f971000\u5143\u62160\u5143\u7684\u6982\u7387\u540c\u70ba50%\uff1b\u300c\u904a\u62322\u300d\u540c\u6a23\u8981\u4f60\u4e8c\u9078\u4e00\uff1aC\uff09\u80af\u5b9a\u53ef\u5f97500\u5143\uff081000\u5143-500\u5143\uff09\uff0c\u800cD\uff09\u7372\u5f971000\uff081000\u5143-0\u5143\uff09\u62160\u5143\uff081000\u5143-1000\u5143\uff09\u7684\u6982\u7387\u540c\u70ba50%\u3002 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1984\uff09\uff0c2010\u5e74\u4f5c\u51fa\u4fee\u8a02\u5f8c\uff0c\u898f\u5b9a\u6700\u5c1187%\u535a\u5f69\u6536\u5165\u5fc5\u9808\u56de\u994b\u793e\u6703\uff0c\u5305\u62ec\u8cc7\u52a9\u516c\u5171\u6559\u80b2\u958b\u652f\u3002\u81ea1985\u5e74\u8d77\uff0c\u535a\u5f69\u5df2\u70ba\u7576\u5730\u516c\u7acb\u5b78\u6821\u7d2f\u8a08\u63d0\u4f9b\u8d85\u904e415\u5104\u7f8e\u5143\u3002 \u5728\u9999\u6e2f\uff0c\u8cfd\u99ac\u6703\u4f5c\u70ba\u6700\u5927\u7684\u535a\u5f69\u4e8b\u696d\u7d93\u71df\u8005\uff0c\u6bcf\u5e74\u900f\u904e\u8cfd\u99ac\u6703\u6148\u5584\u4fe1\u8a17\u57fa\u91d1\u958b\u5c55\u516c\u76ca\u9805\u76ee\u548c\u8209\u8fa6\u6148\u5584\u6d3b\u52d5\u3002\u4e8b\u5be6\u4e0a\uff0c\u900f\u904e\u7d93\u71df\u8ced\u535a\u4e8b\u696d\u70ba\u516c\u5171\u6216\u6148\u5584\u670d\u52d9\u7c4c\u6b3e\u7684\u505a\u6cd5\uff0c\u53ef\u5f9e\u884c\u70ba\u7d93\u6fdf\u5b78\u89d2\u5ea6\u52a0\u4ee5\u89e3\u8b80\u3002\u4ee5\u6e2f\u4eba\u95dc\u6ce8\u7684\u516d\u5408\u5f69\u70ba\u4f8b\uff0c\u9019\u7a2e\u6a02\u900f\u5f62\u5f0f\u7684\u535a\u5f69\u975e\u5e38\u7c21\u55ae\u6613\u660e\u3002\u516d\u5408\u5f69\u7684\u734e\u91d1\u6c60\uff08\u91d1\u591a\u5bf6\uff09\u7d2f\u7a4d\u6295\u6ce8\uff0c\u82e5\u6c92\u6709\u4eba\u4e2d\u734e\uff0c\u5c31\u6703\u7d2f\u7a4d\u81f3\u4e0b\u4e00\u671f\uff0c\u76f4\u81f3\u6709\u4eba\u4e2d\u734e\u3002 \u516d\u5408\u5f69\u70ba\u4f55\u53d7\u5230\u5927\u773e\u6b61\u8fce\uff1f\u540c\u6a23\u53ef\u900f\u904e\u5c55\u671b\u7406\u8ad6\u52a0\u4ee5\u89e3\u91cb\u3002\u7531\u65bc\u734e\u91d1\u6c60\u900f\u904e\u6295\u6ce8\u984d\u589e\u52a0\u800c\u7d2f\u7a4d\uff0c\u7576\u7d2f\u7a4d\u734e\u91d1\u6108\u9ad8\uff0c\u5c31\u6108\u80fd\u5438\u5f15\u66f4\u591a\u4eba\u6295\u6ce8\uff0c\u5f62\u6210\u826f\u6027\u5faa\u74b0\u3002\u6bcf\u591a\u4e00\u540d\u6295\u6ce8\u8005\uff0c\u81ea\u7136\u6703\u6e1b\u5c11\u6bcf\u540d\u4e2d\u734e\u8005\u6240\u74dc\u5206\u7684\u9810\u671f\u734e\u91d1\uff0c\u4f46\u4eba\u5011\u5f80\u5f80\u5c07\u91cd\u9ede\u653e\u5728\u9f90\u5927\u7684\u734e\u91d1\u91d1\u984d\uff0c\u800c\u5ffd\u7565\u6975\u4f4e\u7684\u4e2d\u734e\u6a5f\u7387\u3002\u9019\u7a2e\u9ad8\u4f30\u81ea\u5df1\u4e2d\u734e\u6a5f\u7387\u7684\u73fe\u8c61\uff0c\u4ea6\u53ef\u900f\u904e\u8868\u8ff0\u6548\u61c9\uff08framing effect\uff09\u5206\u6790\uff1a\u5927\u773e\u63a5\u6536\u6709\u95dc\u516d\u5408\u5f69\u7684\u8cc7\u8a0a\u6642\uff0c\u53ea\u6703\u6536\u5230\u6709\u95dc\u734e\u91d1\u91d1\u984d\uff0c\u4ee5\u53ca\u53c8\u6709\u4eba\u4e2d\u734e\u7684\u6d88\u606f\u3002\u5728\u8003\u616e\u662f\u5426\u6295\u6ce8\u6642\uff0c\u57fa\u65bc\u4e2d\u734e\u983b\u7387\u9ad8\u548c\u734e\u91d1\u91d1\u984d\u5927\u7684\u8a0a\u606f\uff0c\u65bc\u662f\u8a8d\u70ba\u81ea\u5df1\u4ea6\u6703\u4e2d\u734e\u3002\u5982\u6b64\uff0c\u7d93\u71df\u516d\u5408\u5f69\u80fd\u5920\u5e36\u4f86\u9f90\u5927\u6536\u5165\uff0c\u4e14\u8db3\u4ee5\u8cc7\u52a9\u516c\u5171\u670d\u52d9\u7684\u90e8\u5206\u6210\u672c\u3002 \u4e86\u89e3\u4eba\u6027 \u5999\u7528\u7121\u7aae \u5728\u516c\u5171\u653f\u7b56\u4e0a\uff0c\u884c\u70ba\u7d93\u6fdf\u5b78\u7684\u7406\u8ad6\u5728\u8fd1\u5e74\u4ea6\u88ab\u5ee3\u6cdb\u61c9\u7528\u3002\u5176\u4e2d\u300c\u8f15\u63a8\u7406\u8ad6\u300d\uff08Nudge Theory\uff09\u5728\u65b0\u51a0\u80ba\u708e\u75ab\u60c5\u671f\u9593\uff0c\u88ab\u7528\u65bc\u9f13\u52f5\u6c11\u773e\u6ce8\u5c04\u75ab\u82d7\u3002\u6240\u8b02\u300c\u8f15\u63a8\u300d\uff0c\u5373\u900f\u904e\u6539\u8b8a\u4eba\u5011\u5c0d\u4e8b\u60c5\u7684\u770b\u6cd5\uff0c\u5f15\u5c0e\u4ed6\u5011\u4f5c\u51fa\u7279\u5b9a\u884c\u70ba\u6216\u9078\u64c7\u3002\u5728\u7f8e\u570b\uff0c\u5730\u65b9\u653f\u5e9c\u6703\u4ee5\u767c\u9001\u77ed\u8a0a\u65b9\u5f0f\u63d0\u793a\u6c11\u773e\u63a5\u7a2e\u75ab\u82d7\uff1b\u6709\u7814\u7a76\u767c\u73fe\u3010\u8a3b2\u3011\uff0c\u8207\u5176\u4ed6\u7d14\u7cb9\u63d0\u793a\u6216\u5229\u7528\u5f9e\u773e\u5fc3\u7406\u7684\u8a0a\u606f\u76f8\u6bd4\uff0c\u5167\u542b\u300c\u5df2\u70ba\u4f60\u9810\u7559\u75ab\u82d7\u300d\u7684\u8a0a\u606f\u66f4\u80fd\u6709\u6548\u63a8\u5ee3\u75ab\u82d7\u6ce8\u5c04\u3002 \u53e6\u4e00\u500b\u5ee3\u88ab\u63a1\u7528\u7684\u7406\u8ad6\u70ba\u300c\u9810\u8a2d\u9078\u9805\u300d\uff08default option\uff09\u3002\u5f37\u7a4d\u91d1\u8a08\u5283\u63d0\u4f9b\u7684\u6295\u8cc7\u9078\u9805\u4e94\u82b1\u516b\u9580\uff0c\u4e00\u822c\u4eba\u8981\u5b8c\u5168\u4e86\u89e3\u53ca\u7d30\u52a0\u5206\u6790\u5341\u5206\u8cbb\u6642\uff0c\u4ee5\u81f4\u6700\u7d42\u9078\u64c7\u7121\u52a9\u65bc\u7d2f\u7a4d\u8ca1\u5bcc\uff0c\u751a\u81f3\u9304\u5f97\u8667\u640d\u3002\u9810\u8a2d\u9078\u9805\u70ba\u4eba\u5011\u7c21\u5316\u554f\u984c\uff0c\u5f9e\u800c\u907f\u514d\u56e0\u932f\u8aa4\u9078\u64c7\u800c\u9020\u6210\u640d\u5931\u3002 \u6b64\u5916\uff0c\u9810\u8a2d\u9078\u9805\u4ea6\u88ab\u7528\u65bc\u9f13\u52f5\u5e02\u6c11\u53c3\u8207\u8a08\u5283\u6216\u6d3b\u52d5\uff0c\u4f8b\u5982\u5728\u90e8\u5206\u6c92\u6709\u5f37\u5236\u5e02\u6c11\u53c3\u8207\u9000\u4f11\u5132\u84c4\u4fdd\u969c\u7684\u5730\u5340\uff0c\u5148\u9810\u8a2d\u5e02\u6c11\u540c\u610f\u53c3\u8207\u8a08\u5283\uff0c\u53cd\u800c\u4e0d\u9858\u610f\u53c3\u52a0\u8005\u5247\u9808\u53e6\u884c\u7533\u8acb\u3002\u6b64\u4e00\u505a\u6cd5\u7121\u7591\u7e2e\u77ed\u5e02\u6c11\u4f5c\u51fa\u91cd\u8981\u53ca\u8907\u96dc\u6c7a\u5b9a\u7684\u6642\u9593\uff0c\u6e1b\u5c11\u5ef6\u8aa4\u3002 \u7279\u6c83\u65af\u57fa\u548c\u5361\u5167\u66fc\u90fd\u5df2\u5148\u5f8c\u96e2\u4e16\uff0c\u4f46\u5169\u4eba\u91dd\u5c0d\u4eba\u6027\u65b9\u9762\u7684\u767c\u73fe\uff0c\u65e9\u5df2\u6253\u4e0b\u5805\u5be6\u7684\u7406\u8ad6\u57fa\u790e\uff0c\u884c\u70ba\u7d93\u6fdf\u5b78\u5bb6\u65bc\u8fd1\u5e74\u7814\u7a76\u4e2d\uff0c\u5728\u50b3\u7d71\u7d93\u6fdf\u5b78\u7406\u8ad6\u7684\u76f8\u95dc\u7bc4\u7587\u66f4\u4e0a\u5c64\u6a13\u3002 2017\u5e74\uff0c\u8afe\u8c9d\u723e\u7d93\u6fdf\u5b78\u734e\u5f97\u4e3b\u585e\u52d2\uff08Richard Thaler\uff09\u9032\u4e00\u6b65\u7d50\u5408\u5fc3\u7406\u5b78\u8207\u7d93\u6fdf\u5b78\u7406\u8ad6\uff0c\u4ee5\u5206\u6790\u4eba\u7684\u6c7a\u7b56\u548c\u884c\u70ba\uff0c\u4e26\u9032\u884c\u5be6\u8b49\u7814\u7a76\uff0c\u5927\u5927\u4fc3\u9032\u4e86\u884c\u70ba\u7d93\u6fdf\u5b78\u7684\u767c\u5c55\uff0c\u4ee4\u6b64\u4e00\u9818\u57df\u91cd\u767b\u8afe\u8c9d\u723e\u734e\u7684\u570b\u969b\u821e\u53f0\u3002\u4e0a\u8ff0\u7814\u7a76\u9664\u4e86\u589e\u9032\u7d93\u6fdf\u5b78\u7406\u8ad6\u89e3\u91cb\u793e\u6703\u73fe\u8c61\u7684\u53ef\u9760\u6027\u4e4b\u5916\uff0c\u4ea6\u70ba\u7d93\u6fdf\u5b78\u7814\u7a76\u53e6\u95e2\u8e4a\u5f91\u3002 \u3010\u8a3b1\u3011\uff1a \u53c3\u898bhttps:\/\/doi.org\/10.5539\/ass.v10n6p205 \u3010\u8a3b2\u3011\uff1a \u53c3\u898bhttps:\/\/doi.org\/10.1073\/PNAS.2101165118\" \/>\n\t\t<meta property=\"og:url\" content=\"https:\/\/www.hkubs.hku.hk\/tc\/research\/thought-leadership\/hkej-column\/behavioural-economics-on-risk-aversion-and-gambling\/\" \/>\n\t\t<meta property=\"article:published_time\" content=\"2024-04-24T01:51:29+00:00\" \/>\n\t\t<meta property=\"article:modified_time\" content=\"2024-04-25T10:56:43+00:00\" \/>\n\t\t<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n\t\t<meta name=\"twitter:title\" content=\"\u884c\u70ba\u7d93\u6fdf\u5b78\u5c0d\u8da8\u5409\u907f\u96aa\u548c\u535a\u5f69\u7684\u95e1\u91cb - HKU Business School\" \/>\n\t\t<meta name=\"twitter:description\" content=\"\u4ee5\u8272\u5217\u88d4\u7f8e\u570b\u5fc3\u7406\u5b78\u5bb6\u3001\u66a2\u92b7\u66f8\u300a\u5feb\u601d\u6162\u60f3\u300b\uff08Thinking, Fast and Slow\uff09\u7684\u4f5c\u8005\u5361\u5167\u66fc\uff08Daniel Kahneman\uff09\u5728\u672c\u5e743\u670827\u65e5\u96e2\u4e16\uff0c\u4eab\u5e7490\u6b72\u3002\u4ed6\u8207\u5fc3\u7406\u5b78\u5bb6\u7279\u6c83\u65af\u57fa\uff08Amos Tversky\uff09\u901a\u904e\u5be6\u9a57\u7814\u7a76\uff0c\u5c07\u8a8d\u77e5\u5fc3\u7406\u5b78\u7684\u89c0\u9ede\u8207\u7d93\u6fdf\u5b78\u7406\u8ad6\u7d50\u5408\uff0c\u70ba\u50b3\u7d71\u7d93\u6fdf\u5b78\u7121\u6cd5\u89e3\u91cb\u7684\u884c\u70ba\u63d0\u4f9b\u4e86\u65b0\u89e3\u91cb\uff0c\u6210\u70ba\u884c\u70ba\u7d93\u6fdf\u5b78\u9818\u57df\u7684\u5148\u9a45\u3002 \u5361\u5167\u66fc\u7684\u7814\u7a76\u6df1\u523b\u900f\u5fb9\uff0c\u9769\u65b0\u4e86\u4eba\u5011\u5c0d\u65bc\u6c7a\u7b56\u3001\u98a8\u96aa\u8a55\u4f30\u548c\u5fc3\u7406\u9810\u671f\u7684\u7406\u89e3\uff0c\u8ca2\u737b\u826f\u591a\uff1b2002\u5e74\u56e0\u800c\u69ae\u7372\u8afe\u8c9d\u723e\u7d93\u6fdf\u5b78\u734e\uff0c\u800c\u4ed6\u7684\u7814\u7a76\u5925\u4f34\u7279\u6c83\u65af\u57fa\u5247\u56e0\u65e9\u901d\u800c\u7de3\u6173\u8afe\u734e\u3002 \u4e0d\u7518\u640d\u5931 \u8ced\u5f92\u5fc3\u614b 1979\u5e74\uff0c\u4e0a\u8ff0\u5169\u4f4d\u5b78\u8005\u5171\u540c\u63d0\u51fa\u5ee3\u70ba\u4eba\u77e5\u7684\u5c55\u671b\u7406\u8ad6\uff08Prospect Theory\uff09\u3002\u5373\u4f7f\u5927\u90e8\u5206\u4eba\u90fd\u6703\u76e1\u529b\u898f\u907f\u98a8\u96aa\uff0c\u6709\u6642\u4ecd\u6703\u9078\u64c7\u5192\u96aa\uff1b\u5361\u5167\u66fc\u5982\u4f55\u8a6e\u91cb\u9019\u500b\u73fe\u8c61\u5462\uff1f\u8a66\u60f3\u50cf\u9762\u5c0d\u4ee5\u4e0b\u5169\u500b\u904a\u6232\u7684\u9078\u9805\uff1a \u904a\u62321 A.\u7acb\u5373\u7372\u5f97500\u5143 B.\u300c\u64f2\u516c\u5b57\u300d\uff1a\u300c\u516c\u300d\u53ef\u7372\u734e\u91d11000\u5143\uff0c\u300c\u5b57\u300d\u5247\u7121\u734e\u3002 \u4f60\u6703\u600e\u6a23\u9078\u64c7\u5462\uff1f \u904a\u62322 \u5148\u7d66\u4f601000\u5143\uff0c\u7136\u5f8c\u8b93\u4f60\u8003\u616e\u4ee5\u4e0b\u5169\u500b\u9078\u9805\uff1a C.\u5373\u6642\u640d\u5931500\u5143 D.\u300c\u64f2\u516c\u5b57\u300d\uff1a\u300c\u516c\u300d\u5c31\u640d\u59311000\u5143\uff0c\u300c\u5b57\u300d\u5247\u6beb\u7121\u640d\u5931\u3002 \u9019\u6b21\u4f60\u53c8\u6703\u600e\u6a23\u9078\u64c7\uff1f \u9019\u5169\u500b\u904a\u6232\u5728\u6578\u5b78\u4e0a\u672c\u8cea\u76f8\u540c\u3002\u300c\u904a\u62321\u300d\u898f\u5b9a\u4f60\u5728\u5169\u500b\u9078\u9805\u4e2d\u4efb\u64c7\u5176\u4e00\uff1aA\uff09\u80af\u5b9a\u53ef\u5f97500\u5143\uff0c\u6216B\uff09\u7372\u5f971000\u5143\u62160\u5143\u7684\u6982\u7387\u540c\u70ba50%\uff1b\u300c\u904a\u62322\u300d\u540c\u6a23\u8981\u4f60\u4e8c\u9078\u4e00\uff1aC\uff09\u80af\u5b9a\u53ef\u5f97500\u5143\uff081000\u5143-500\u5143\uff09\uff0c\u800cD\uff09\u7372\u5f971000\uff081000\u5143-0\u5143\uff09\u62160\u5143\uff081000\u5143-1000\u5143\uff09\u7684\u6982\u7387\u540c\u70ba50%\u3002 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\u53e6\u4e00\u4e9b\u5c0d\u793e\u6703\u767c\u5c55\u81f3\u95dc\u91cd\u8981\u7684\u670d\u52d9\uff08\u5982\u6559\u80b2\uff09\uff0c\u6709\u4e9b\u4eba\u56e0\u7121\u7de3\u4eab\u7528\u800c\u4e0d\u9858\u6295\u8cc7\u3002\u900f\u904e\u535a\u5f69\u6536\u5165\u7684\u505a\u6cd5\u80fd\u5920\u5438\u5f15\u793e\u6703\u5927\u773e\u53c3\u8207\uff0c\u540c\u6642\u70ba\u9019\u4e9b\u516c\u5171\u670d\u52d9\u63d0\u4f9b\u5fc5\u8981\u7684\u71df\u904b\u8cc7\u91d1\u3002 \u81ea1980\u5e74\u4ee3\u4ee5\u4f86\uff0c\u7f8e\u570b\u4e00\u4e9b\u5730\u65b9\u653f\u5e9c\u5df2\u958b\u59cb\u5f15\u9032\u548c\u8a2d\u7acb\u6a02\u900f\uff08Lotto\uff09\u70ba\u516c\u5171\u670d\u52d9\u7c4c\u52df\u90e8\u5206\u8cc7\u91d1\u3002\u52a0\u5dde\u57281984\u5e74\u8a2d\u7acb\u6709\u95dc\u8ced\u535a\u7684\u689d\u6b3e\uff08California State Lottery Act of 1984\uff09\uff0c2010\u5e74\u4f5c\u51fa\u4fee\u8a02\u5f8c\uff0c\u898f\u5b9a\u6700\u5c1187%\u535a\u5f69\u6536\u5165\u5fc5\u9808\u56de\u994b\u793e\u6703\uff0c\u5305\u62ec\u8cc7\u52a9\u516c\u5171\u6559\u80b2\u958b\u652f\u3002\u81ea1985\u5e74\u8d77\uff0c\u535a\u5f69\u5df2\u70ba\u7576\u5730\u516c\u7acb\u5b78\u6821\u7d2f\u8a08\u63d0\u4f9b\u8d85\u904e415\u5104\u7f8e\u5143\u3002 \u5728\u9999\u6e2f\uff0c\u8cfd\u99ac\u6703\u4f5c\u70ba\u6700\u5927\u7684\u535a\u5f69\u4e8b\u696d\u7d93\u71df\u8005\uff0c\u6bcf\u5e74\u900f\u904e\u8cfd\u99ac\u6703\u6148\u5584\u4fe1\u8a17\u57fa\u91d1\u958b\u5c55\u516c\u76ca\u9805\u76ee\u548c\u8209\u8fa6\u6148\u5584\u6d3b\u52d5\u3002\u4e8b\u5be6\u4e0a\uff0c\u900f\u904e\u7d93\u71df\u8ced\u535a\u4e8b\u696d\u70ba\u516c\u5171\u6216\u6148\u5584\u670d\u52d9\u7c4c\u6b3e\u7684\u505a\u6cd5\uff0c\u53ef\u5f9e\u884c\u70ba\u7d93\u6fdf\u5b78\u89d2\u5ea6\u52a0\u4ee5\u89e3\u8b80\u3002\u4ee5\u6e2f\u4eba\u95dc\u6ce8\u7684\u516d\u5408\u5f69\u70ba\u4f8b\uff0c\u9019\u7a2e\u6a02\u900f\u5f62\u5f0f\u7684\u535a\u5f69\u975e\u5e38\u7c21\u55ae\u6613\u660e\u3002\u516d\u5408\u5f69\u7684\u734e\u91d1\u6c60\uff08\u91d1\u591a\u5bf6\uff09\u7d2f\u7a4d\u6295\u6ce8\uff0c\u82e5\u6c92\u6709\u4eba\u4e2d\u734e\uff0c\u5c31\u6703\u7d2f\u7a4d\u81f3\u4e0b\u4e00\u671f\uff0c\u76f4\u81f3\u6709\u4eba\u4e2d\u734e\u3002 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effect\uff09\u5206\u6790\uff1a\u5927\u773e\u63a5\u6536\u6709\u95dc\u516d\u5408\u5f69\u7684\u8cc7\u8a0a\u6642\uff0c\u53ea\u6703\u6536\u5230\u6709\u95dc\u734e\u91d1\u91d1\u984d\uff0c\u4ee5\u53ca\u53c8\u6709\u4eba\u4e2d\u734e\u7684\u6d88\u606f\u3002\u5728\u8003\u616e\u662f\u5426\u6295\u6ce8\u6642\uff0c\u57fa\u65bc\u4e2d\u734e\u983b\u7387\u9ad8\u548c\u734e\u91d1\u91d1\u984d\u5927\u7684\u8a0a\u606f\uff0c\u65bc\u662f\u8a8d\u70ba\u81ea\u5df1\u4ea6\u6703\u4e2d\u734e\u3002\u5982\u6b64\uff0c\u7d93\u71df\u516d\u5408\u5f69\u80fd\u5920\u5e36\u4f86\u9f90\u5927\u6536\u5165\uff0c\u4e14\u8db3\u4ee5\u8cc7\u52a9\u516c\u5171\u670d\u52d9\u7684\u90e8\u5206\u6210\u672c\u3002 \u4e86\u89e3\u4eba\u6027 \u5999\u7528\u7121\u7aae \u5728\u516c\u5171\u653f\u7b56\u4e0a\uff0c\u884c\u70ba\u7d93\u6fdf\u5b78\u7684\u7406\u8ad6\u5728\u8fd1\u5e74\u4ea6\u88ab\u5ee3\u6cdb\u61c9\u7528\u3002\u5176\u4e2d\u300c\u8f15\u63a8\u7406\u8ad6\u300d\uff08Nudge Theory\uff09\u5728\u65b0\u51a0\u80ba\u708e\u75ab\u60c5\u671f\u9593\uff0c\u88ab\u7528\u65bc\u9f13\u52f5\u6c11\u773e\u6ce8\u5c04\u75ab\u82d7\u3002\u6240\u8b02\u300c\u8f15\u63a8\u300d\uff0c\u5373\u900f\u904e\u6539\u8b8a\u4eba\u5011\u5c0d\u4e8b\u60c5\u7684\u770b\u6cd5\uff0c\u5f15\u5c0e\u4ed6\u5011\u4f5c\u51fa\u7279\u5b9a\u884c\u70ba\u6216\u9078\u64c7\u3002\u5728\u7f8e\u570b\uff0c\u5730\u65b9\u653f\u5e9c\u6703\u4ee5\u767c\u9001\u77ed\u8a0a\u65b9\u5f0f\u63d0\u793a\u6c11\u773e\u63a5\u7a2e\u75ab\u82d7\uff1b\u6709\u7814\u7a76\u767c\u73fe\u3010\u8a3b2\u3011\uff0c\u8207\u5176\u4ed6\u7d14\u7cb9\u63d0\u793a\u6216\u5229\u7528\u5f9e\u773e\u5fc3\u7406\u7684\u8a0a\u606f\u76f8\u6bd4\uff0c\u5167\u542b\u300c\u5df2\u70ba\u4f60\u9810\u7559\u75ab\u82d7\u300d\u7684\u8a0a\u606f\u66f4\u80fd\u6709\u6548\u63a8\u5ee3\u75ab\u82d7\u6ce8\u5c04\u3002 \u53e6\u4e00\u500b\u5ee3\u88ab\u63a1\u7528\u7684\u7406\u8ad6\u70ba\u300c\u9810\u8a2d\u9078\u9805\u300d\uff08default option\uff09\u3002\u5f37\u7a4d\u91d1\u8a08\u5283\u63d0\u4f9b\u7684\u6295\u8cc7\u9078\u9805\u4e94\u82b1\u516b\u9580\uff0c\u4e00\u822c\u4eba\u8981\u5b8c\u5168\u4e86\u89e3\u53ca\u7d30\u52a0\u5206\u6790\u5341\u5206\u8cbb\u6642\uff0c\u4ee5\u81f4\u6700\u7d42\u9078\u64c7\u7121\u52a9\u65bc\u7d2f\u7a4d\u8ca1\u5bcc\uff0c\u751a\u81f3\u9304\u5f97\u8667\u640d\u3002\u9810\u8a2d\u9078\u9805\u70ba\u4eba\u5011\u7c21\u5316\u554f\u984c\uff0c\u5f9e\u800c\u907f\u514d\u56e0\u932f\u8aa4\u9078\u64c7\u800c\u9020\u6210\u640d\u5931\u3002 \u6b64\u5916\uff0c\u9810\u8a2d\u9078\u9805\u4ea6\u88ab\u7528\u65bc\u9f13\u52f5\u5e02\u6c11\u53c3\u8207\u8a08\u5283\u6216\u6d3b\u52d5\uff0c\u4f8b\u5982\u5728\u90e8\u5206\u6c92\u6709\u5f37\u5236\u5e02\u6c11\u53c3\u8207\u9000\u4f11\u5132\u84c4\u4fdd\u969c\u7684\u5730\u5340\uff0c\u5148\u9810\u8a2d\u5e02\u6c11\u540c\u610f\u53c3\u8207\u8a08\u5283\uff0c\u53cd\u800c\u4e0d\u9858\u610f\u53c3\u52a0\u8005\u5247\u9808\u53e6\u884c\u7533\u8acb\u3002\u6b64\u4e00\u505a\u6cd5\u7121\u7591\u7e2e\u77ed\u5e02\u6c11\u4f5c\u51fa\u91cd\u8981\u53ca\u8907\u96dc\u6c7a\u5b9a\u7684\u6642\u9593\uff0c\u6e1b\u5c11\u5ef6\u8aa4\u3002 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Thaler\uff09\u9032\u4e00\u6b65\u7d50\u5408\u5fc3\u7406\u5b78\u8207\u7d93\u6fdf\u5b78\u7406\u8ad6\uff0c\u4ee5\u5206\u6790\u4eba\u7684\u6c7a\u7b56\u548c\u884c\u70ba\uff0c\u4e26\u9032\u884c\u5be6\u8b49\u7814\u7a76\uff0c\u5927\u5927\u4fc3\u9032\u4e86\u884c\u70ba\u7d93\u6fdf\u5b78\u7684\u767c\u5c55\uff0c\u4ee4\u6b64\u4e00\u9818\u57df\u91cd\u767b\u8afe\u8c9d\u723e\u734e\u7684\u570b\u969b\u821e\u53f0\u3002\u4e0a\u8ff0\u7814\u7a76\u9664\u4e86\u589e\u9032\u7d93\u6fdf\u5b78\u7406\u8ad6\u89e3\u91cb\u793e\u6703\u73fe\u8c61\u7684\u53ef\u9760\u6027\u4e4b\u5916\uff0c\u4ea6\u70ba\u7d93\u6fdf\u5b78\u7814\u7a76\u53e6\u95e2\u8e4a\u5f91\u3002 \u3010\u8a3b1\u3011\uff1a \u53c3\u898bhttps:\/\/doi.org\/10.5539\/ass.v10n6p205 \u3010\u8a3b2\u3011\uff1a \u53c3\u898bhttps:\/\/doi.org\/10.1073\/PNAS.2101165118\" \/>\n\t\t<script type=\"application\/ld+json\" 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\u53e6\u4e00\u4e9b\u5c0d\u793e\u6703\u767c\u5c55\u81f3\u95dc\u91cd\u8981\u7684\u670d\u52d9\uff08\u5982\u6559\u80b2\uff09\uff0c\u6709\u4e9b\u4eba\u56e0\u7121\u7de3\u4eab\u7528\u800c\u4e0d\u9858\u6295\u8cc7\u3002\u900f\u904e\u535a\u5f69\u6536\u5165\u7684\u505a\u6cd5\u80fd\u5920\u5438\u5f15\u793e\u6703\u5927\u773e\u53c3\u8207\uff0c\u540c\u6642\u70ba\u9019\u4e9b\u516c\u5171\u670d\u52d9\u63d0\u4f9b\u5fc5\u8981\u7684\u71df\u904b\u8cc7\u91d1\u3002 \u81ea1980\u5e74\u4ee3\u4ee5\u4f86\uff0c\u7f8e\u570b\u4e00\u4e9b\u5730\u65b9\u653f\u5e9c\u5df2\u958b\u59cb\u5f15\u9032\u548c\u8a2d\u7acb\u6a02\u900f\uff08Lotto\uff09\u70ba\u516c\u5171\u670d\u52d9\u7c4c\u52df\u90e8\u5206\u8cc7\u91d1\u3002\u52a0\u5dde\u57281984\u5e74\u8a2d\u7acb\u6709\u95dc\u8ced\u535a\u7684\u689d\u6b3e\uff08California State Lottery Act of 1984\uff09\uff0c2010\u5e74\u4f5c\u51fa\u4fee\u8a02\u5f8c\uff0c\u898f\u5b9a\u6700\u5c1187%\u535a\u5f69\u6536\u5165\u5fc5\u9808\u56de\u994b\u793e\u6703\uff0c\u5305\u62ec\u8cc7\u52a9\u516c\u5171\u6559\u80b2\u958b\u652f\u3002\u81ea1985\u5e74\u8d77\uff0c\u535a\u5f69\u5df2\u70ba\u7576\u5730\u516c\u7acb\u5b78\u6821\u7d2f\u8a08\u63d0\u4f9b\u8d85\u904e415\u5104\u7f8e\u5143\u3002 \u5728\u9999\u6e2f\uff0c\u8cfd\u99ac\u6703\u4f5c\u70ba\u6700\u5927\u7684\u535a\u5f69\u4e8b\u696d\u7d93\u71df\u8005\uff0c\u6bcf\u5e74\u900f\u904e\u8cfd\u99ac\u6703\u6148\u5584\u4fe1\u8a17\u57fa\u91d1\u958b\u5c55\u516c\u76ca\u9805\u76ee\u548c\u8209\u8fa6\u6148\u5584\u6d3b\u52d5\u3002\u4e8b\u5be6\u4e0a\uff0c\u900f\u904e\u7d93\u71df\u8ced\u535a\u4e8b\u696d\u70ba\u516c\u5171\u6216\u6148\u5584\u670d\u52d9\u7c4c\u6b3e\u7684\u505a\u6cd5\uff0c\u53ef\u5f9e\u884c\u70ba\u7d93\u6fdf\u5b78\u89d2\u5ea6\u52a0\u4ee5\u89e3\u8b80\u3002\u4ee5\u6e2f\u4eba\u95dc\u6ce8\u7684\u516d\u5408\u5f69\u70ba\u4f8b\uff0c\u9019\u7a2e\u6a02\u900f\u5f62\u5f0f\u7684\u535a\u5f69\u975e\u5e38\u7c21\u55ae\u6613\u660e\u3002\u516d\u5408\u5f69\u7684\u734e\u91d1\u6c60\uff08\u91d1\u591a\u5bf6\uff09\u7d2f\u7a4d\u6295\u6ce8\uff0c\u82e5\u6c92\u6709\u4eba\u4e2d\u734e\uff0c\u5c31\u6703\u7d2f\u7a4d\u81f3\u4e0b\u4e00\u671f\uff0c\u76f4\u81f3\u6709\u4eba\u4e2d\u734e\u3002 \u516d\u5408\u5f69\u70ba\u4f55\u53d7\u5230\u5927\u773e\u6b61\u8fce\uff1f\u540c\u6a23\u53ef\u900f\u904e\u5c55\u671b\u7406\u8ad6\u52a0\u4ee5\u89e3\u91cb\u3002\u7531\u65bc\u734e\u91d1\u6c60\u900f\u904e\u6295\u6ce8\u984d\u589e\u52a0\u800c\u7d2f\u7a4d\uff0c\u7576\u7d2f\u7a4d\u734e\u91d1\u6108\u9ad8\uff0c\u5c31\u6108\u80fd\u5438\u5f15\u66f4\u591a\u4eba\u6295\u6ce8\uff0c\u5f62\u6210\u826f\u6027\u5faa\u74b0\u3002\u6bcf\u591a\u4e00\u540d\u6295\u6ce8\u8005\uff0c\u81ea\u7136\u6703\u6e1b\u5c11\u6bcf\u540d\u4e2d\u734e\u8005\u6240\u74dc\u5206\u7684\u9810\u671f\u734e\u91d1\uff0c\u4f46\u4eba\u5011\u5f80\u5f80\u5c07\u91cd\u9ede\u653e\u5728\u9f90\u5927\u7684\u734e\u91d1\u91d1\u984d\uff0c\u800c\u5ffd\u7565\u6975\u4f4e\u7684\u4e2d\u734e\u6a5f\u7387\u3002\u9019\u7a2e\u9ad8\u4f30\u81ea\u5df1\u4e2d\u734e\u6a5f\u7387\u7684\u73fe\u8c61\uff0c\u4ea6\u53ef\u900f\u904e\u8868\u8ff0\u6548\u61c9\uff08framing effect\uff09\u5206\u6790\uff1a\u5927\u773e\u63a5\u6536\u6709\u95dc\u516d\u5408\u5f69\u7684\u8cc7\u8a0a\u6642\uff0c\u53ea\u6703\u6536\u5230\u6709\u95dc\u734e\u91d1\u91d1\u984d\uff0c\u4ee5\u53ca\u53c8\u6709\u4eba\u4e2d\u734e\u7684\u6d88\u606f\u3002\u5728\u8003\u616e\u662f\u5426\u6295\u6ce8\u6642\uff0c\u57fa\u65bc\u4e2d\u734e\u983b\u7387\u9ad8\u548c\u734e\u91d1\u91d1\u984d\u5927\u7684\u8a0a\u606f\uff0c\u65bc\u662f\u8a8d\u70ba\u81ea\u5df1\u4ea6\u6703\u4e2d\u734e\u3002\u5982\u6b64\uff0c\u7d93\u71df\u516d\u5408\u5f69\u80fd\u5920\u5e36\u4f86\u9f90\u5927\u6536\u5165\uff0c\u4e14\u8db3\u4ee5\u8cc7\u52a9\u516c\u5171\u670d\u52d9\u7684\u90e8\u5206\u6210\u672c\u3002 \u4e86\u89e3\u4eba\u6027 \u5999\u7528\u7121\u7aae \u5728\u516c\u5171\u653f\u7b56\u4e0a\uff0c\u884c\u70ba\u7d93\u6fdf\u5b78\u7684\u7406\u8ad6\u5728\u8fd1\u5e74\u4ea6\u88ab\u5ee3\u6cdb\u61c9\u7528\u3002\u5176\u4e2d\u300c\u8f15\u63a8\u7406\u8ad6\u300d\uff08Nudge Theory\uff09\u5728\u65b0\u51a0\u80ba\u708e\u75ab\u60c5\u671f\u9593\uff0c\u88ab\u7528\u65bc\u9f13\u52f5\u6c11\u773e\u6ce8\u5c04\u75ab\u82d7\u3002\u6240\u8b02\u300c\u8f15\u63a8\u300d\uff0c\u5373\u900f\u904e\u6539\u8b8a\u4eba\u5011\u5c0d\u4e8b\u60c5\u7684\u770b\u6cd5\uff0c\u5f15\u5c0e\u4ed6\u5011\u4f5c\u51fa\u7279\u5b9a\u884c\u70ba\u6216\u9078\u64c7\u3002\u5728\u7f8e\u570b\uff0c\u5730\u65b9\u653f\u5e9c\u6703\u4ee5\u767c\u9001\u77ed\u8a0a\u65b9\u5f0f\u63d0\u793a\u6c11\u773e\u63a5\u7a2e\u75ab\u82d7\uff1b\u6709\u7814\u7a76\u767c\u73fe\u3010\u8a3b2\u3011\uff0c\u8207\u5176\u4ed6\u7d14\u7cb9\u63d0\u793a\u6216\u5229\u7528\u5f9e\u773e\u5fc3\u7406\u7684\u8a0a\u606f\u76f8\u6bd4\uff0c\u5167\u542b\u300c\u5df2\u70ba\u4f60\u9810\u7559\u75ab\u82d7\u300d\u7684\u8a0a\u606f\u66f4\u80fd\u6709\u6548\u63a8\u5ee3\u75ab\u82d7\u6ce8\u5c04\u3002 \u53e6\u4e00\u500b\u5ee3\u88ab\u63a1\u7528\u7684\u7406\u8ad6\u70ba\u300c\u9810\u8a2d\u9078\u9805\u300d\uff08default 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Thaler\uff09\u9032\u4e00\u6b65\u7d50\u5408\u5fc3\u7406\u5b78\u8207\u7d93\u6fdf\u5b78\u7406\u8ad6\uff0c\u4ee5\u5206\u6790\u4eba\u7684\u6c7a\u7b56\u548c\u884c\u70ba\uff0c\u4e26\u9032\u884c\u5be6\u8b49\u7814\u7a76\uff0c\u5927\u5927\u4fc3\u9032\u4e86\u884c\u70ba\u7d93\u6fdf\u5b78\u7684\u767c\u5c55\uff0c\u4ee4\u6b64\u4e00\u9818\u57df\u91cd\u767b\u8afe\u8c9d\u723e\u734e\u7684\u570b\u969b\u821e\u53f0\u3002\u4e0a\u8ff0\u7814\u7a76\u9664\u4e86\u589e\u9032\u7d93\u6fdf\u5b78\u7406\u8ad6\u89e3\u91cb\u793e\u6703\u73fe\u8c61\u7684\u53ef\u9760\u6027\u4e4b\u5916\uff0c\u4ea6\u70ba\u7d93\u6fdf\u5b78\u7814\u7a76\u53e6\u95e2\u8e4a\u5f91\u3002 \u3010\u8a3b1\u3011\uff1a \u53c3\u898bhttps:\/\/doi.org\/10.5539\/ass.v10n6p205 \u3010\u8a3b2\u3011\uff1a \u53c3\u898bhttps:\/\/doi.org\/10.1073\/PNAS.2101165118","inLanguage":"zh-HK","isPartOf":{"@id":"https:\/\/www.hkubs.hku.hk\/tc\/#website"},"breadcrumb":{"@id":"https:\/\/www.hkubs.hku.hk\/tc\/research\/thought-leadership\/hkej-column\/behavioural-economics-on-risk-aversion-and-gambling\/#breadcrumblist"},"datePublished":"2024-04-24T09:51:29+08:00","dateModified":"2024-04-25T18:56:43+08:00"},{"@type":"WebSite","@id":"https:\/\/www.hkubs.hku.hk\/tc\/#website","url":"https:\/\/www.hkubs.hku.hk\/tc\/","name":"HKU Business School","inLanguage":"zh-HK","publisher":{"@id":"https:\/\/www.hkubs.hku.hk\/tc\/#organization"}}]},"og:locale":"en_US","og:site_name":"HKU Business School -","og:type":"article","og:title":"\u884c\u70ba\u7d93\u6fdf\u5b78\u5c0d\u8da8\u5409\u907f\u96aa\u548c\u535a\u5f69\u7684\u95e1\u91cb - HKU Business School","og:description":"\u4ee5\u8272\u5217\u88d4\u7f8e\u570b\u5fc3\u7406\u5b78\u5bb6\u3001\u66a2\u92b7\u66f8\u300a\u5feb\u601d\u6162\u60f3\u300b\uff08Thinking, Fast and 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\u53e6\u4e00\u4e9b\u5c0d\u793e\u6703\u767c\u5c55\u81f3\u95dc\u91cd\u8981\u7684\u670d\u52d9\uff08\u5982\u6559\u80b2\uff09\uff0c\u6709\u4e9b\u4eba\u56e0\u7121\u7de3\u4eab\u7528\u800c\u4e0d\u9858\u6295\u8cc7\u3002\u900f\u904e\u535a\u5f69\u6536\u5165\u7684\u505a\u6cd5\u80fd\u5920\u5438\u5f15\u793e\u6703\u5927\u773e\u53c3\u8207\uff0c\u540c\u6642\u70ba\u9019\u4e9b\u516c\u5171\u670d\u52d9\u63d0\u4f9b\u5fc5\u8981\u7684\u71df\u904b\u8cc7\u91d1\u3002 \u81ea1980\u5e74\u4ee3\u4ee5\u4f86\uff0c\u7f8e\u570b\u4e00\u4e9b\u5730\u65b9\u653f\u5e9c\u5df2\u958b\u59cb\u5f15\u9032\u548c\u8a2d\u7acb\u6a02\u900f\uff08Lotto\uff09\u70ba\u516c\u5171\u670d\u52d9\u7c4c\u52df\u90e8\u5206\u8cc7\u91d1\u3002\u52a0\u5dde\u57281984\u5e74\u8a2d\u7acb\u6709\u95dc\u8ced\u535a\u7684\u689d\u6b3e\uff08California State Lottery Act of 1984\uff09\uff0c2010\u5e74\u4f5c\u51fa\u4fee\u8a02\u5f8c\uff0c\u898f\u5b9a\u6700\u5c1187%\u535a\u5f69\u6536\u5165\u5fc5\u9808\u56de\u994b\u793e\u6703\uff0c\u5305\u62ec\u8cc7\u52a9\u516c\u5171\u6559\u80b2\u958b\u652f\u3002\u81ea1985\u5e74\u8d77\uff0c\u535a\u5f69\u5df2\u70ba\u7576\u5730\u516c\u7acb\u5b78\u6821\u7d2f\u8a08\u63d0\u4f9b\u8d85\u904e415\u5104\u7f8e\u5143\u3002 \u5728\u9999\u6e2f\uff0c\u8cfd\u99ac\u6703\u4f5c\u70ba\u6700\u5927\u7684\u535a\u5f69\u4e8b\u696d\u7d93\u71df\u8005\uff0c\u6bcf\u5e74\u900f\u904e\u8cfd\u99ac\u6703\u6148\u5584\u4fe1\u8a17\u57fa\u91d1\u958b\u5c55\u516c\u76ca\u9805\u76ee\u548c\u8209\u8fa6\u6148\u5584\u6d3b\u52d5\u3002\u4e8b\u5be6\u4e0a\uff0c\u900f\u904e\u7d93\u71df\u8ced\u535a\u4e8b\u696d\u70ba\u516c\u5171\u6216\u6148\u5584\u670d\u52d9\u7c4c\u6b3e\u7684\u505a\u6cd5\uff0c\u53ef\u5f9e\u884c\u70ba\u7d93\u6fdf\u5b78\u89d2\u5ea6\u52a0\u4ee5\u89e3\u8b80\u3002\u4ee5\u6e2f\u4eba\u95dc\u6ce8\u7684\u516d\u5408\u5f69\u70ba\u4f8b\uff0c\u9019\u7a2e\u6a02\u900f\u5f62\u5f0f\u7684\u535a\u5f69\u975e\u5e38\u7c21\u55ae\u6613\u660e\u3002\u516d\u5408\u5f69\u7684\u734e\u91d1\u6c60\uff08\u91d1\u591a\u5bf6\uff09\u7d2f\u7a4d\u6295\u6ce8\uff0c\u82e5\u6c92\u6709\u4eba\u4e2d\u734e\uff0c\u5c31\u6703\u7d2f\u7a4d\u81f3\u4e0b\u4e00\u671f\uff0c\u76f4\u81f3\u6709\u4eba\u4e2d\u734e\u3002 \u516d\u5408\u5f69\u70ba\u4f55\u53d7\u5230\u5927\u773e\u6b61\u8fce\uff1f\u540c\u6a23\u53ef\u900f\u904e\u5c55\u671b\u7406\u8ad6\u52a0\u4ee5\u89e3\u91cb\u3002\u7531\u65bc\u734e\u91d1\u6c60\u900f\u904e\u6295\u6ce8\u984d\u589e\u52a0\u800c\u7d2f\u7a4d\uff0c\u7576\u7d2f\u7a4d\u734e\u91d1\u6108\u9ad8\uff0c\u5c31\u6108\u80fd\u5438\u5f15\u66f4\u591a\u4eba\u6295\u6ce8\uff0c\u5f62\u6210\u826f\u6027\u5faa\u74b0\u3002\u6bcf\u591a\u4e00\u540d\u6295\u6ce8\u8005\uff0c\u81ea\u7136\u6703\u6e1b\u5c11\u6bcf\u540d\u4e2d\u734e\u8005\u6240\u74dc\u5206\u7684\u9810\u671f\u734e\u91d1\uff0c\u4f46\u4eba\u5011\u5f80\u5f80\u5c07\u91cd\u9ede\u653e\u5728\u9f90\u5927\u7684\u734e\u91d1\u91d1\u984d\uff0c\u800c\u5ffd\u7565\u6975\u4f4e\u7684\u4e2d\u734e\u6a5f\u7387\u3002\u9019\u7a2e\u9ad8\u4f30\u81ea\u5df1\u4e2d\u734e\u6a5f\u7387\u7684\u73fe\u8c61\uff0c\u4ea6\u53ef\u900f\u904e\u8868\u8ff0\u6548\u61c9\uff08framing effect\uff09\u5206\u6790\uff1a\u5927\u773e\u63a5\u6536\u6709\u95dc\u516d\u5408\u5f69\u7684\u8cc7\u8a0a\u6642\uff0c\u53ea\u6703\u6536\u5230\u6709\u95dc\u734e\u91d1\u91d1\u984d\uff0c\u4ee5\u53ca\u53c8\u6709\u4eba\u4e2d\u734e\u7684\u6d88\u606f\u3002\u5728\u8003\u616e\u662f\u5426\u6295\u6ce8\u6642\uff0c\u57fa\u65bc\u4e2d\u734e\u983b\u7387\u9ad8\u548c\u734e\u91d1\u91d1\u984d\u5927\u7684\u8a0a\u606f\uff0c\u65bc\u662f\u8a8d\u70ba\u81ea\u5df1\u4ea6\u6703\u4e2d\u734e\u3002\u5982\u6b64\uff0c\u7d93\u71df\u516d\u5408\u5f69\u80fd\u5920\u5e36\u4f86\u9f90\u5927\u6536\u5165\uff0c\u4e14\u8db3\u4ee5\u8cc7\u52a9\u516c\u5171\u670d\u52d9\u7684\u90e8\u5206\u6210\u672c\u3002 \u4e86\u89e3\u4eba\u6027 \u5999\u7528\u7121\u7aae \u5728\u516c\u5171\u653f\u7b56\u4e0a\uff0c\u884c\u70ba\u7d93\u6fdf\u5b78\u7684\u7406\u8ad6\u5728\u8fd1\u5e74\u4ea6\u88ab\u5ee3\u6cdb\u61c9\u7528\u3002\u5176\u4e2d\u300c\u8f15\u63a8\u7406\u8ad6\u300d\uff08Nudge Theory\uff09\u5728\u65b0\u51a0\u80ba\u708e\u75ab\u60c5\u671f\u9593\uff0c\u88ab\u7528\u65bc\u9f13\u52f5\u6c11\u773e\u6ce8\u5c04\u75ab\u82d7\u3002\u6240\u8b02\u300c\u8f15\u63a8\u300d\uff0c\u5373\u900f\u904e\u6539\u8b8a\u4eba\u5011\u5c0d\u4e8b\u60c5\u7684\u770b\u6cd5\uff0c\u5f15\u5c0e\u4ed6\u5011\u4f5c\u51fa\u7279\u5b9a\u884c\u70ba\u6216\u9078\u64c7\u3002\u5728\u7f8e\u570b\uff0c\u5730\u65b9\u653f\u5e9c\u6703\u4ee5\u767c\u9001\u77ed\u8a0a\u65b9\u5f0f\u63d0\u793a\u6c11\u773e\u63a5\u7a2e\u75ab\u82d7\uff1b\u6709\u7814\u7a76\u767c\u73fe\u3010\u8a3b2\u3011\uff0c\u8207\u5176\u4ed6\u7d14\u7cb9\u63d0\u793a\u6216\u5229\u7528\u5f9e\u773e\u5fc3\u7406\u7684\u8a0a\u606f\u76f8\u6bd4\uff0c\u5167\u542b\u300c\u5df2\u70ba\u4f60\u9810\u7559\u75ab\u82d7\u300d\u7684\u8a0a\u606f\u66f4\u80fd\u6709\u6548\u63a8\u5ee3\u75ab\u82d7\u6ce8\u5c04\u3002 \u53e6\u4e00\u500b\u5ee3\u88ab\u63a1\u7528\u7684\u7406\u8ad6\u70ba\u300c\u9810\u8a2d\u9078\u9805\u300d\uff08default option\uff09\u3002\u5f37\u7a4d\u91d1\u8a08\u5283\u63d0\u4f9b\u7684\u6295\u8cc7\u9078\u9805\u4e94\u82b1\u516b\u9580\uff0c\u4e00\u822c\u4eba\u8981\u5b8c\u5168\u4e86\u89e3\u53ca\u7d30\u52a0\u5206\u6790\u5341\u5206\u8cbb\u6642\uff0c\u4ee5\u81f4\u6700\u7d42\u9078\u64c7\u7121\u52a9\u65bc\u7d2f\u7a4d\u8ca1\u5bcc\uff0c\u751a\u81f3\u9304\u5f97\u8667\u640d\u3002\u9810\u8a2d\u9078\u9805\u70ba\u4eba\u5011\u7c21\u5316\u554f\u984c\uff0c\u5f9e\u800c\u907f\u514d\u56e0\u932f\u8aa4\u9078\u64c7\u800c\u9020\u6210\u640d\u5931\u3002 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Thaler\uff09\u9032\u4e00\u6b65\u7d50\u5408\u5fc3\u7406\u5b78\u8207\u7d93\u6fdf\u5b78\u7406\u8ad6\uff0c\u4ee5\u5206\u6790\u4eba\u7684\u6c7a\u7b56\u548c\u884c\u70ba\uff0c\u4e26\u9032\u884c\u5be6\u8b49\u7814\u7a76\uff0c\u5927\u5927\u4fc3\u9032\u4e86\u884c\u70ba\u7d93\u6fdf\u5b78\u7684\u767c\u5c55\uff0c\u4ee4\u6b64\u4e00\u9818\u57df\u91cd\u767b\u8afe\u8c9d\u723e\u734e\u7684\u570b\u969b\u821e\u53f0\u3002\u4e0a\u8ff0\u7814\u7a76\u9664\u4e86\u589e\u9032\u7d93\u6fdf\u5b78\u7406\u8ad6\u89e3\u91cb\u793e\u6703\u73fe\u8c61\u7684\u53ef\u9760\u6027\u4e4b\u5916\uff0c\u4ea6\u70ba\u7d93\u6fdf\u5b78\u7814\u7a76\u53e6\u95e2\u8e4a\u5f91\u3002 \u3010\u8a3b1\u3011\uff1a \u53c3\u898bhttps:\/\/doi.org\/10.5539\/ass.v10n6p205 \u3010\u8a3b2\u3011\uff1a \u53c3\u898bhttps:\/\/doi.org\/10.1073\/PNAS.2101165118","og:url":"https:\/\/www.hkubs.hku.hk\/tc\/research\/thought-leadership\/hkej-column\/behavioural-economics-on-risk-aversion-and-gambling\/","article:published_time":"2024-04-24T01:51:29+00:00","article:modified_time":"2024-04-25T10:56:43+00:00","twitter:card":"summary_large_image","twitter:title":"\u884c\u70ba\u7d93\u6fdf\u5b78\u5c0d\u8da8\u5409\u907f\u96aa\u548c\u535a\u5f69\u7684\u95e1\u91cb - HKU Business School","twitter:description":"\u4ee5\u8272\u5217\u88d4\u7f8e\u570b\u5fc3\u7406\u5b78\u5bb6\u3001\u66a2\u92b7\u66f8\u300a\u5feb\u601d\u6162\u60f3\u300b\uff08Thinking, Fast and Slow\uff09\u7684\u4f5c\u8005\u5361\u5167\u66fc\uff08Daniel Kahneman\uff09\u5728\u672c\u5e743\u670827\u65e5\u96e2\u4e16\uff0c\u4eab\u5e7490\u6b72\u3002\u4ed6\u8207\u5fc3\u7406\u5b78\u5bb6\u7279\u6c83\u65af\u57fa\uff08Amos 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