  :   .      .  
 Smart Reading


Smart Reading.     
          .      .    , , , .

       ,             !     -  !   ,  ,   ?   ?      ? ,    homo economicus,   ,          .

 

,     .

             .

 (     )     .

    .

 

  (Richard Thaler)   ,  2017      ,       2015 .   : Quasi Rational Economics, The Winners Curse: Paradoxes and Anomalies of Economic Life, Nudge: Improving Decisions About Health, Wealth, and Happiness (    ;     Nudge.  ).





  :   .      .  





Misbehaving: The Making of Behavioral Economics



Richard Thaler



www.smartreading.ru (http://www.smartreading.ru/)




 ?




     Smart Reading!


     (. . 1934,   2002)           ,   .                (19371996).      ,           .



   .   .  Spiritus Animalis,             


        .                 .                   ,                .

,     .    ,    ,     .   .      -           ,      .       :               .

    (   )      ,          ,      ,       .

    :        ,             .              ,    .  ,             .



,        Behavioural Insight Team,      . (   ,          .)





  


     (            ,   ,      ,    )    :    -  ,   .         ,        .

       ,        ,      .      ,          .

        ,  -  1970-       ,   ,   ,    (   Russel Sage Foundation;     ).          .

      ? , .        (, ,       (. . 1940,   2001)    (. . 1946,   2013),         ).

        .               .




   (19701978)










     ,         


     .     ,     .        (. . 1940),     ,                .   (19212016,   2005)       .



         ,        .


   ,          ,        homo economicus.       .



         100      ,      10 .         ,      , 100 ,  ,     100 ,     .      (  )        .


 ,      ,  ,  .     .



       ,          (  )          (  -  ).





    




       .     


 1976       ,   ,          Science (1974),  ,     ,   ,      ,     .

      (19162001,   1978)    .       ,   ,    ,        ,      (   ).      .

     :         ,     ( )  .  :   ,    -  .      .

 1977          ( National Bureau of Economic Research),         .                 .        .



 ,    ,        .    ,         .        .      .          ,       ,      ,     ,   .        .





 



 1979         ,            ,  .



   .           ,  .           ,   .


    -     ,   (   )    .         (19031957)    (19021977),        (1944).     ,     ,        ,      (  ).    .          ( ,      )     (,       ,   ,   ,         ).

   ,       .    ,      (17001782),    - .          (     ,       ,        ,      ).




  .


   .

   ,     (https://www.litres.ru/smart-reading/kratkoe-soderzhanie-knigi-novaya-povedencheskaya-ekonomika-p/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .


