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经济学中经典却鲜为人知的现象

Bounded Rationality

有限理性

Economic theory generally assumes that individuals are completely rational, and as such, make rational decisions. Recent books on behavioral economics, notably Dan Ariely’s Predictably Irrational have brought forth evidence that people do not make rational decisions at all. Bounded Rationality is the idea that individual decision making is limited by personal information, cognitive limitations, and time constraints.

经济理论一般假设个人是完全理性的，因而会做出理性的决定。近一系列研究行为经济学的书籍，特别是Dan Ariely的《怪诞行为学》证明了“人们根本不会做出理性决定”的看法。有限理性认为，个人决策会受到个人信息、认知和时间的限制。

The basic idea of economics is that people act in ways to maximize their self-interest. We do things that will increase our “utility”, or happiness. It seems logical that we would make rational decisions in order to accomplish that. Unfortunately, information asymmetry, cognitive biases and other factors conspire to bound our rationality, and people often make choices that lead to outcomes that go against their desires.

经济学的基本思想是人类行为是为了大限度地获取自身利益。我们所做的事情能够增加我们的“效用”或幸福感。我们为了做到这一点而做出理性决定的观点似乎是合乎逻辑的。不幸的是，信息不对称、认知偏见和其他因素共同限制了我们的理性，导致人们经常做出非理性决策，其结果往往与初衷背道而驰。

Lipstick Effect

口红效应

Economics has many categories for “goods”. “Luxury Goods” are items that people buy more of as their income rises, as opposed to “Necessity Goods” like food and shelter, whose demand is unrelated to income. Examples of luxury goods include fine jewelry, expensive sports cars and designer clothing. The Lipstick Effect is the theory that during an economic calamity, people buy more less costly luxury goods. Instead of buying a fur coat, people will buy expensive lipstick. The idea is that people buy luxury goods even during economic hardships, they will just choose goods that have less of an impact on their funds. Other less expensive luxury goods besides cosmetics include expensive beer and small gadgets.

经济学中有很多 “商品”类别。的特征是，随着人们收入的增加， “品”购入数量上升，但包括食物和住房在内的 “必需品”的需求与收入无关。品包括珠宝、昂贵跑车和服装。口红效应是指人们在经济萧条期间会购入更多相对廉价的品，比如不买皮大衣而去购买昂贵的口红。这是因为，即使在经济不景气的情况下，人们依然有购买品的欲望，所以会选择能够承受的品。 除化妆品外，其他较便宜的品包括昂贵的啤酒和小型玩具。

Interesting Fact: After the 9/11 terrorist attacks on America, lipstick sales doubled.

有趣的事实： 9•11恐怖袭击之后，美国口红销量翻了一番。