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內容簡介

This book helps you discover the secrets behind hundreds of everyday enigmas. Why is there a light in your fridge but not in your freezer? Why do 24-hour shops bother having locks on their doors? Why did Kamikaze pilots wear helmets? The answer is simple: economics. Economics doesn't just happen in classrooms or international banks. It is everywhere and influences everything we do and see, from the cinema screen to the streets. It can even explain some of life's most intriguing enigmas. For years, economist Robert Frank has been encouraging his students to use economics to explain the strange situations they encounter in everyday life, from peculiar product design to the vagaries of sex appeal. Now he shares the most intriguing -- and bizarre -- questions and the economic principles that answer them to reveal why many of the most puzzling parts of everyday life actually make perfect (economic) sense.

作者簡介

Robert H. Frank is the Henrietta Louis Johnson Professor of Management and Professor of Economics at Cornell University's Johnson Graduate School of Management. His previous books include The Winner-Takes-All Society (with Philip Cook), Luxury Fever and Principles of Economics (with Ben Bernanke). Frank's many awards include the Apple Distinguished Teaching Award and the Leontief Prize for Advancing the Frontiers of Economic Thought.

精彩書評

"Can be returned to again and again like one of those all-you-can-eat buffets."
-- New York Times
The Economic Naturalist 牛奶可樂經濟學 英文原版 [平裝] 下載 mobi epub pdf txt 電子書

評分☆☆☆☆☆

書不錯，包裝、物流也很好。原版書真是貴啊，一小本就一百多。比較輕巧方便攜帶

評分☆☆☆☆☆

書不錯，包裝、物流也很好。原版書真是貴啊，一小本就一百多。比較輕巧方便攜帶

評分☆☆☆☆☆

很實用的行為經濟學。

評分☆☆☆☆☆

很好

評分☆☆☆☆☆

很好

評分☆☆☆☆☆

特彆好的書. 朋友推薦 會找時間好好讀下去

評分☆☆☆☆☆

我隻是錯手摁錯瞭鍵。寶貝我還未收到。麻煩請立刻發貨，等瞭有5個月瞭，謝謝

評分☆☆☆☆☆

英文原版書籍，看起來很有意思。

評分☆☆☆☆☆

《牛奶可樂經濟學》就是一本這樣的故事閤集。問題韆奇百怪，分析工具卻相當簡單——成本效益原則。當一個行動帶來的收益大於成本時，人們就會采取行動。這是絕大多數舉動的根源。比如，為什麼最暢銷的書常常打摺銷售，而最熱門的電影卻不打摺？為什麼“維多利亞的秘密”要提供價值數百萬美元的鑲鑽胸罩，雖說從來沒人買過？為什麼男性立法者也贊成廢除一夫多妻製呢？為什麼很多酒吧喝一杯清水賣四塊錢，但鹹花生卻可隨意索要？書中提齣瞭100多個這樣的問題，全部來自於日常生活經驗，涉及産品設計、供求關係分析、公用品、人際關係、心理學、職場風雲等等各個方麵，作者說“這些生活中的問題不是公式和概念，它們並沒有標準確切的答案，每個人都有可能給齣更多更閤理的解釋。”這也許正是此書的魅力所在。人人都可以從經濟學的角度來分析經濟生活現象，我思故我在，人生因此充滿樂趣。作為一個“從沒上過經濟學課的親戚”，這種書讓人讀得真是高興。彆齣手眼，獨特的觀察角度，如同一場美妙的智力探險，情趣盎然。不枝不蔓，一個圈子也不繞，盡量用最簡單的方法來解決問題，沒有高深的數學模型，都是最基礎的經濟學概念。

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