作品简介

　　当你每天行走在办公室与家庭之间，穿梭于人头攒动的地铁和商场里，当你和朋友谈笑风生，当你和曾经的对手狭路相逢，你是否仔细想过你的行为是有区别的，为什么同样都是你，在不同场合却有不同行为。当你作为企业管理人，是否经常为如何激励员工高效地工作而发愁；当你作为学校校长，是否为如何组织教学、管理学校秩序、提高学生成绩而焦虑；当你作为军队高级将领，是否为培育士兵对军队和国家的忠诚而费尽心机。不管你是个人、企业管理人、校长还是军队将领，你都有一个身份，这个身份影响着你的行为和决策，从而也会给你带来不同的经济后果和情感后果。

　　诺贝尔经济学奖得主阿克洛夫及马里兰大学教授克兰顿，超越经济学传统的经济动机，从身份经济学的视角，为你揭示身份及其相关的社会规范究竟如何影响作为个人的你在工作、就业、教育等方面的决策及其后果；而当你作为一个组织的领导人，不管是企业、学校还是军队，身份及其规范又是如何为你所用，在无需更多经济激励的情况下，来有效地达到组织设定的目标。

　　在两位作者的笔下，人不再是只追求经济利益的理性经济人，而是有血有肉真实的人。将这样的身份经济学与其他社会科学研究相结合，就能使我们更深入全面地理解经济和社会发展的进程；将它和政策分析、商业策略研究相结合，则有助于我们更准确地预测公共政策以及商业实践带来的影响。

　　乔治·阿克洛夫（George·A.Akerlof），加州大学伯克利分校“科什兰”讲席经济学教授，2001年诺贝尔经济学奖得主。阿克洛夫得到承认是因为他的研究借鉴了社会学、心理学、人类学以及其他学科以确定经济学的影响和结果。专业领域包括宏观经济学、贫困问题、家庭问题、犯罪、歧视、货币政策和德国统一问题。

　　瑞秋·克兰顿（Rachel·E.Kranton），杜克大学经济学教授。克莱顿致力于研究社会制度对经济的影响与结果。专业领域包括经济发展、国际经济学和工业组织。

Introduction of works

When you walk between the office and the family every day, shuttle in the crowded subway and shopping malls, when you talk and laugh with friends, when you and once the opponent meet, have you carefully thought about your behavior is different, why the same is you, in different occasions have different behavior. When you are in charge of a business, do you often worry about how to motivate employees to work efficiently? When you are a school principal, do you worry about how to organize teaching, manage school order, and improve student achievement? When you are a senior officer in the army, do you take pains to cultivate the loyalty of soldiers to the army and the country? Whether you are an individual, a business manager, a principal, or an army general, you have an identity that affects your actions and decisions, with different financial and emotional consequences.

Nobel Prize winner Akerlof and University of Maryland professor Clanton, beyond the traditional economic motivation of economics, from the perspective of identity economics, to reveal how identity and its related social norms affect you as an individual in work, employment, education and other aspects of decision-making and its consequences; And when you're the leader of an organization, whether it's a business, a school, or the military, how does identity and its norms work for you to effectively achieve the goals set by the organization without the need for more financial incentives?

In the works of the two authors, man is no longer a rational economic man who only pursues economic interests, but a real man with flesh and blood. Combining such identity economics with other social science studies can give us a deeper and more comprehensive understanding of the process of economic and social development. When combined with policy analysis and business strategy research, we can more accurately predict the impact of public policy and business practices.

George A.Akerlof is the "Koshland" Professor of Economics at the University of California, Berkeley, and winner of the 2001 Nobel Prize in Economics. Akerlof is recognized because his research draws on sociology, psychology, anthropology, and other disciplines to determine the impact and results of economics. Areas of expertise include macroeconomics, poverty, family issues, crime, discrimination, monetary policy, and German reunification.

Rachel E. Clanton is professor of economics at Duke University. Clayton studied the effects and outcomes of social institutions on the economy. Areas of expertise include economic development, international economics, and industrial organization.