First of all, psychological accounts
This concept was put forward by richard taylor, a professor of behavioral science at the University of Chicago and winner of the 20 17 Nobel Prize in Economics. Psychological account, also known as psychological account, psychological account book and psychological accounting, is a cognitive operating system for individuals, families or organizations to pay attention to, code and evaluate economic activities.
Simply put, in reality, no matter which account I put my money in, I will unconsciously divide my money into several different psychological accounts.
For example, your salary is 1 000 yuan. When shopping in the mall, I feel that I have spent everything without buying anything, which is very distressing. But if this 1000 yuan is the prize in your lottery, do you spend it generously?
This is because you put the 1000 yuan in the lucky draw into the "pie in the sky" account, and the money in this account is the most useless, usually coming and going quickly;
And put the salary of 1000 yuan into the "get rich through hard work" account. Because the money in this account is hard to come by, we will spend it carefully.
From an economic point of view, there is no difference between the bonus of 1000 and the salary of 1000, but ordinary consumers have made different consumption decisions for them.
Second, the birdcage effect
This is william james, the father of American psychology. He once bet with his good friend and physicist Carlson, "Soon, I will definitely let you have a bird." Of course Carlson doesn't believe it.
A few days later, James gave Carlson a particularly exquisite birdcage.
Carlson keeps birdcages at home, but he still insists on not keeping them. But every time a guest comes to his house, he will ask, "Professor, when did your bird die?" Carlson took pains to explain for a long time every time. Finally, Carlson had to buy a bird to keep.
This is the meaning of birdcage effect: when a person gets something, he will unconsciously buy other things around him.
This kind of psychology is best reflected in women. Women like to buy it at buy buy. Once they buy an expensive coat, they will buy a brand-name bag to match it, and add a pair of leather shoes to improve their personal quality before they can go out to meet people.
Third, sunk cost convention.
Sunken cost is an irrecoverable cost. In fact, this part of the cost should have nothing to do with your later behavior, but when we make decisions, we always habitually calculate this part of the cost.
The most commonly used method of this routine is "the second cup is half price". When we buy milk tea and other drinks, we actually only need one cup, but because the merchant put forward the slogan that the second cup is half price, we thought, "Why not take advantage of it?" So I spend more money on drinks that I can't actually drink. In fact, that kind of drink may be a product that merchants can't sell well, and it may be a promotional means for merchants to attract customers.
Many people wait at the bus stop for half an hour and still don't see the bus, but they don't want Didi-not stingy, but unwilling. They would rather continue to sweat in the hot sun than let the past time "waste away".
Fourth, Matthew effect.
Matthew in the New Testament states that "whatever is little, even what he has, will be taken away." If you have more, give it to him and tell him the more, the better. "It reflects a common phenomenon in society, that is, the winner takes all. Refers to the phenomenon of polarization, that is, uneven income distribution.
Any individual, group or region, once it has achieved success and progress in a certain aspect such as money, reputation and status, will have an accumulated advantage and have more opportunities to achieve greater success and progress. It is said that the stronger the strong, the weaker the weak. If a person succeeds, all good things will come to him.
Five or twenty-eight laws
There is a famous law in economics, called the 28 Law, which means that in any group of things, the most important thing only accounts for a small part, about 20%, and the remaining 80% is secondary, although it is the majority.
In any particular group, the important factors account for only a few, and the unimportant factors account for the majority. So if you want to control the overall situation, you must control those important factors.
Six, catfish effect
Norwegians prefer sardines, and the price of live fish in the market is much higher than that of dead fish. Fishermen can only try many ways to get sardines back to the fishing port, but sardines are fragile fish, and most of them eventually die on the road. Only one fisherman in a group is special. His fish always comes back alive. Later I learned that he would put a catfish in the sardines. Catfish will swim around, sardines will be afraid and swim naturally, so sardines will be alive when they reach the dock.
In enterprise management, the catfish effect can well reflect this effect. Enterprises have their own set of traditional management methods, but adopting a single model will eventually lead to a more dangerous situation, even not conducive to the development and management of enterprises. We should always pursue more advanced management methods to make enterprises have stronger vitality. Therefore, enterprises should have a certain sense of crisis.
As long as you observe carefully, there are psychological laws in many fields. How to use them to serve us, so as to better grasp the resources in hand and maximize the benefits is the ultimate goal of our study.