砍价心理学：价格买家说了算反而没人敢买？
<p>编者按：经济人(希腊语：<span word="homooeconomicus">homooeconomicus</span>)，即假定人思考和行为都是目标理性的，唯一地试图获得的经济好处就是物质性补偿的最大化。常用作经济学和某些心理学分析的基本假设。西方古典经济学中的“经济人”假设，认为人具有完全的理性，可以做出让自己利益最大化的选择。1978年诺贝尔经济学奖得主西蒙修正了这一假设，提出了“有限理性”概念，认为人是介于完全理性与非理性之间的“有限理性”状态。</p><p><span word="What">What</span> <span word="happens">happens</span> <span word="when">when</span> <span word="people">people</span> <span word="can">can</span> <span word="pick">pick</span> <span word="their">their</span> <span word="own">own</span> <span word="price">price</span> <span word="for">for</span> <span word="a">a</span> <span word="product">product</span>?</p><p>买主若能随意定价，将会怎样？</p><p><span word="EARLY">EARLY</span> <span word="in">in</span> <span word="the">the</span> <span word="study">study</span> <span word="of">of</span> <span word="economics">economics</span>, <span word="students">students</span> <span word="are">are</span> <span word="introduced">introduced</span> <span word="to">to</span> <span word="Homo">Homo</span> <span word="economicus">economicus</span>, <span word="a">a</span> <span word="rough">rough</span> <span word="caricature">caricature</span> <span word="of">of</span> <span word="a">a</span> <span word="human">human</span> <span word="being">being</span> <span word="with">with</span> <span word="an">an</span> <span word="eye">eye</span> <span word="to">to</span> <span word="extracting">extracting</span> <span word="the">the</span> <span word="maximum">maximum</span> <span word="personal">personal</span> <span word="advantage">advantage</span> <span word="from">from</span> <span word="any">any</span> <span word="given">given</span> <span word="situation">situation</span>. <span word="In">In</span> <span word="the">the</span> <span word="real">real</span> <span word="world">world</span>, <span word="of">of</span> <span word="course">course</span>, <span word="human">human</span> <span word="behaviour">behaviour</span> <span word="is">is</span> <span word="much">much</span> <span word="more">more</span> <span word="complicated">complicated</span> <span word="than">than</span> <span word="that">that</span>. <span word="One">One</span> <span word="example">example</span> <span word="is">is</span> <span word="a">a</span> <span word="pricing">pricing</span> <span word="strategy">strategy</span> <span word="called">called</span> “<span word="pay">pay</span> <span word="what">what</span> <span word="you">you</span> <span word="want">want</span>”， <span word="in">in</span> <span word="which">which</span> <span word="customers">customers</span> <span word="are">are</span> <span word="allowed">allowed</span> <span word="to">to</span> <span word="choose">choose</span> <span word="any">any</span> <span word="price">price</span>—<span word="even">even</span> <span word="zero">zero</span>—<span word="for">for</span> <span word="a">a</span> <span word="good">good</span>. <span word="Despite">Despite</span> <span word="the">the</span> <span word="obvious">obvious</span> <span word="benefit">benefit</span> <span word="of">of</span> <span word="getting">getting</span> <span word="something">something</span> <span word="for">for</span> <span word="nothing">nothing</span>, <span word="many">many</span> <span word="people">people</span> <span word="nevertheless">nevertheless</span> <span word="choose">choose</span> <span word="to">to</span> <span word="pay">pay</span>. <span word="The">The</span> <span word="model">model</span> <span word="hit">hit</span> <span word="the">the</span> <span word="news">news</span> <span word="in">in</span> 2007 <span word="when">when</span> <span word="Radiohead">Radiohead</span>, <span word="a">a</span> <span word="British">British</span> <span word="band">band</span>, <span word="released">released</span> <span word="their">their</span> <span word="album">album</span> “<span word="In">In</span> <span word="Rainbows">Rainbows</span>” <span word="on">on</span> <span word="the">the</span> <span word="internet">internet</span> <span word="with">with</span> <span word="just">just</span> <span word="such">such</span> <span word="a">a</span> <span word="pricing">pricing</span> <span word="arrangement">arrangement</span>。</p><p>早期的经济学研究向学生们引介了“经济人”这一概念，讽刺人们处处鹯视狼顾，贪图个人利益的最大化。然而，人们在现实世界中的行为可比这复杂得多了。比方说，一种“随你付”的定价策略允许顾客为商品随意出价，甚至可以不掏钱。虽说明摆着，这种定价策略可以让人们白拿东西，很多人还是会付钱。这种模式在2007年被曝光。当时，英国的电台司令乐队在互联网上发布的专辑《彩虹中》就采用了这一定价安排。</p>
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