This year's Nobel Prize in economics was accidentally went to behavioral economist Richard Thaler (Richard Thaler), which makes this young subject, behavioral economics in psychology professor Daniel Kahneman, Daniel Kahneman won the Nobel Prize in economics in 2002, once again become the focus of attention.

Sailor with kahneman had many cooperation, their common characteristic is that the unique observation vision and keen insight reveals that the man is irrational economic animals, and the irrational is universal.

So Mr. Thaler, after learning that he won the prize, joked that he would spend the prize "as unreasonably as possible."

With the rise of behavioral economics, the term "anchoring effect", "endowment effect" and "psychological account" are also known.

These terms describe the irrational laws that people use to make behavioral decisions in uncertain environments.

Knowing these rules will not only help us better understand ourselves, but also understand why some seemingly insignificant designs can have a huge impact.

Start with the anchoring effect

There is a basic concept in behavioral economics: "anchoring effect", which means that people are very vulnerable to first impressions or first information when making judgments about someone.

These impressions, or information, anchors people's thoughts to a point where people think and judge more.

This effect is a common cognitive bias.

In general, we refer to anchoring as the reference point.