Behavioural Insights and ‘Nudge’ Theory | 行为洞察与 ‘助推’ 理论

📚 Behavioural Insights and ‘Nudge’ Theory | 行为洞察与 ‘助推’ 理论

In standard A-Level Economics, consumers and firms are modelled as rational maximisers. Behavioural economics challenges this by using insights from psychology to explain why real choices often deviate from the predictions of the rational model. ‘Nudge’ theory, popularised by Richard Thaler and Cass Sunstein, shows how small changes in the way choices are presented can significantly alter behaviour without restricting freedom of choice.

在标准 A-Level 经济学中，消费者和厂商被模型化为理性最大化者。行为经济学利用心理学洞见来挑战这一假设，解释为什么现实选择常常偏离理性模型的预测。’助推’理论由理查德·塞勒和卡斯·桑斯坦推广，它表明选择呈现方式上的微小改变就能显著影响行为，而不限制选择自由。

1. The Rationality Assumption in Traditional Economics | 传统经济学的理性假设

Neoclassical economics builds on the model of homo economicus. Consumers are assumed to have ordered preferences, full information and the cognitive capacity to maximise utility subject to a budget constraint. The standard consumer choice problem is written as:

新古典经济学建立在 ‘经济人’ 模型之上。消费者被假定具有有序偏好、完全信息和认知能力，在预算约束下实现效用最大化。标准消费者选择问题写作：

Maximise U(x₁, x₂) subject to p₁x₁ + p₂x₂ ≤ m

In this framework, people compare marginal benefits and marginal costs rationally, and any persistent ‘irrational’ behaviour is assumed away. Behavioural

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