作品简介

　　“理性人”是传统经济学研究的基本假设，但正如行为经济学所表明的那样，人类的很多行为其实是非理性的。事实上，人类的行为决策既有理性的一面，也有非理性的一面。在这本书中，作者尤里·格尼茨认为，是不同激励措施发出的不同信号导致了不同的行为决策，当多个激励信号之间出现不一致的情况时，就出现了混合信号。混合信号可能带来严重的后果，比如鼓励长期目标，却奖励短期成果；强调质量的重要性，却按数量计酬；如果一个鼓励阅读的激励设计在短期内取得了成效，却要付出让学生厌恶阅读的长期的代价，那必然得不偿失。

　　激励作为一种工具，应该以更合理的机制引导和激发人们去做那些原本不会做的事情，格尼茨基于自己多年在行为经济学领域的研究以及其主导的各类社会、商业调查实验，总结出掌控叙事、识别问题、改变行为和互惠原则等有效激励的策略，用“小推力实现大改变”。我们将在这本书中看到：一个企业是如何通过激励机制塑造出对自己有利的叙事，让消费者理性接受涨价并赢得更大市场的；一个父亲是如何反思和处理在教育孩子诚实方面自己说一套做一套的错误行为的；以及一个经济学家又是如何将自己的研究成功实践，帮助非洲部落的年轻女孩摆脱了割礼的命运的。

　　我们将通过书中一个个真实生动的案例看到经济学是如何推动了世界的运转，文化的发展和个人命运的转变，学会用经济学思维在工作和生活中做出更好的决策。

　　尤里·格尼茨，美国加州大学圣迭戈分校经济学教授，《隐性动机》合著者。主要致力于将行为经济学理论应用于现实生活，他研究的课题主要有：能够促进人们养成好习惯和改掉坏习惯的激励机制，“想付多少钱就付多少钱”定价策略的好处，以及高额奖金的负面效果，等等。他还在迪士尼和惠普等多个大公司中开展行为经济学实验，旨在帮助它们用非传统的策略去实现公司目标。他还获得过包括来着美国国家科学基金会在内的多个组织的认可和嘉奖。

Introduction of works

"Rational man" is the basic assumption of traditional economic research, but as behavioral economics shows, a lot of human behavior is actually irrational. In fact, human behavior decisions have both rational and irrational sides. In this book, author Yuri Gnitz argues that it is the different signals from different incentives that lead to different behavioral decisions, and that mixed signals occur when there are inconsistencies between multiple incentive signals. Mixed signals can have serious consequences, such as encouraging long-term goals while rewarding short-term results; Emphasize the importance of quality, but pay by quantity; If an incentive design that encourages reading works in the short term, it must pay the long-term cost of making students hate reading.

As a tool, incentive should guide and motivate people to do things they would not otherwise do with a more reasonable mechanism. Based on his years of research in the field of behavioral economics and various social and commercial investigation experiments led by him, Gnitz summarized effective incentive strategies such as controlling narratives, identifying problems, changing behaviors and the principle of reciprocity, and used "small thrust to achieve big changes". We will see in this book: how a company through the incentive mechanism to shape its own favorable narrative, so that consumers rationally accept price increases and win a larger market; How a father reflects on and deals with his own misdeeds of saying one thing and doing another in teaching his children honesty; And how an economist successfully put his research into practice to help young girls in African tribes escape genital mutilation.

Through the real and vivid cases in the book, we will see how economics has promoted the operation of the world, the development of culture and the transformation of personal destiny, and learn to use economic thinking to make better decisions in work and life.

Yuri Gnitz is professor of economics at the University of California, San Diego, and co-author of Implicit Motivation. Focusing on applying behavioral economics to real life, he studies the incentives that encourage people to adopt good habits and break bad ones, the benefits of pay-what-you-want pricing, and the negative effects of large bonuses. He has also conducted behavioral economics experiments at large companies, including Disney and Hewlett-Packard, to help them use unconventional strategies to achieve corporate goals. He has also received recognition and awards from several organizations, including the National Science Foundation.