经济行为中的纽带：成本-收益关联

摘要

经济行为具有两面性，既包含了个体从中所获得的收益，又包含了为此付出的成本。成本-收益关联理论的研究表明：在人们的经济行为中，时间接近性、复杂性、局部的和因果的框架、构成的显著性和动机都会产生关联影响。也会产生情绪的、认知的和行为的结果，它对商家、消费者、员工、政策制定者的影响更不可忽视。成本和收益的关联性值得被更仔细的研究，它可以帮助人们更好的理解真实世界的现象。%The nature of economic behaviors consists of two sides, individual gains and the costs of the gains. The cost-benefit association theory claims that relevant factors in people's economic behaviors all make differences, in terms of time proximity, complex relation be-tween cost and benefit, partial and causal framework, prominence of cost and benefit, and motivation. The association also produces emo-tional, cognitive and behavioral outcomes, which greatly affect businesses, consumers, employees and policy makers. Cost-benefit associa-tion deserves to be studied more thoroughly as it can help people better understand real-world phenomena.