《行为传染效应》内容简介

　　在这本书中，罗伯特·弗兰克用行为经济学的原理，解释了同侪压力如何影响和塑造了我们的观念、消费倾向，甚至房价等。

　　心理学家早就认识到，社会环境深刻地塑造着人们的行为，有时让人变得更好，有时让人变得更坏。同时,社会影响是双向的，我们所处的环境本身就是我们行为的产物。我们正在建造更大的房子，驾驶更重型的汽车，并从事许多其他威胁地球的活动，因为我们的朋友和邻居正在这么做。

　　在面对像气候危机等深刻的全球性问题时，大多数人认为,个人的选择显得微不足道，应该指望政治家和企业在更大的范围内创造改变。但罗伯特·弗兰克说，虽然政策变化至关重要，但我们个人的行动会带来必要的社会影响，使这些变化成为可能。说服一个人改变他们的行为可以产生可衡量的连锁反应，从而产生超越那个人的大规模变革的进展。

　　这本书充分展现了罗伯特·弗兰克作为一名学者的情怀和责任感,我们应该充分利用行为传染的正向力量去影响他人,这将改变我们应对重大危机的思考方式和行为,从而创造更好的世界。

　　作者简介

　　[美]罗伯特·弗兰克

　　行为经济学家，康奈尔大学约翰逊管理学院经济学和管理学教授，《纽约时报》经济评论专栏特约评论员。

　　著有《牛奶可乐经济学》系列畅销书。与美联储前主席本•伯南克（BenBernanke）合著的《宏观经济学原理》和《微观经济学原理》跻身“全世界最受欢迎的经济学教材”之列。

　　主张经济学应该是一门根植于经验和观察的社会科学，而不是以数学为核心的硬科学。致力于把经济学从数学中解放出来，并为其在人们的日常生活中生根发芽提供无限的能量。

Introduction to Behavioral Contagion Effects

In this book, Robert Frank uses the principles of behavioral economics to explain how peer pressure influences and shapes our attitudes, consumption tendencies, and even house prices.

Psychologists have long recognized that social environments profoundly shape people's behavior, sometimes for the better and sometimes for the worse. At the same time, social influence is a two-way street, and the environment we live in is itself a product of our actions. We are building bigger houses, driving heavier cars, and engaging in many other activities that threaten the planet because our friends and neighbors are doing just that.

In the face of profound global problems like the climate crisis, most people believe that individual choices matter little and that politicians and businesses should be counted on to create change on a larger scale. But Robert Frank says that while policy changes are crucial, it is our individual actions that have the social impact necessary to make those changes possible. Persuading one person to change their behavior can have a measurable ripple effect, resulting in progress for large-scale change beyond that person.

This book fully demonstrates Robert Frank's feelings and responsibility as a scholar, we should make full use of the positive power of behavioral contagion to influence others, which will change the way we think and act in response to major crises, so as to create a better world.

About the author

[American] Robert Frank

He is a behavioral economist, a professor of economics and management at Cornell University's Johnson School of Management, and a contributing commentator for the New York Times Economic Review.

He is the author of the bestselling series "Milk and Coke Economics". "Principles of Macroeconomics" and "Principles of Microeconomics", co-authored with BenBernanke, former chairman of the US Federal Reserve, are among the "most popular economics textbooks in the world".

Economics should be a social science rooted in experience and observation, rather than a hard science with mathematics at its core. It is committed to liberating economics from mathematics and providing unlimited energy for it to take root in People's Daily lives.