Influencing Consumer Behaviour Improving …：影响消费者行为的改善…_精品.doc

Influencing Consumer Behaviour: Improving Regulatory Design WWW.RIS.FINANCE.GOV.AU Twitter: @obprGov  Influencing Consumer Behaviour: Improving Regulatory Design  Contents Glossary 3 Summary 4 Introduction 6 The Basic Rational Choice Model 9 Risk and Consumer Behaviour 13 Summary Behavioural Economics 15 Comparing Rational Choice Theory and Behavioural Economics 27 Using Behavioural Economics to Influence Choice 35 Nudge in Practice 38 Nudge as an Asymmetric Intervention 47 Challenges in Regulatory Design 49 Limitations in Understanding how People Behave 50 Conclusion 54 Appendix one: Rational Behaviour 57 Appendix two: Utility Function 59 Appendix three: Optimal Decision Making 60 Appendix four: Risk Attitude and Utility 63 Appendix five: Behavioural Economics in Practice 64 References 67 Glossary Consumption: Purchasing of goods or services. This can include cars, food, a visit to the doctor, etc. Note: this does not refer to physically consuming a good. Rational: Rationality in economics is defined as preferences which are complete and transitive. Utility: Mapping of preferences over some set of goods and services. Utility provides a measure of satisfaction or happiness and can be expressed numerically. Expected Utility: Weighted average of a possible utility value which could be realised, depending on which outcome is realised. Expected Value: Weighted average of possible values which could be realised, depending on which outcome is realised. Preference: Relative desire for a good or service against other goods, services and time periods. Tangent: A line drawn such that it touches a curve without crossing it. Nudge: A change to choice architecture which influences the decision of an individual without restricting, or raising the price of, the set of choices available. Choice Architecture: The context within which a choice is made. Summary The effectiveness of a regulatory intervention may depend on how