We humans like to think of ourselves as reasoning beings, in contrast to other creatures — pigeons or mice, for example. Yet behavioural science debunks human exceptionalism. Often we act according to rules of thumb rather than rational calculation. In embracing this insight, economists are applying lessons long since learnt by advertisers and marketers, and demonstrated anew by digital businesses enticing us with just one more click and then another.
我們人類喜歡把自己想像成理性的存在，不同於其他生物——比如鴿子或老鼠。然而，行為科學推翻了人類例外主義的幻想。我們往往是根據經驗行事，而不是理性盤算。接受這一觀點的經濟學家們正在運用的，是廣告商和行銷者們早已知曉、又被吸引我們一次又一次點擊滑鼠的數字企業再次證實的理論。
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