从理性的角度来看,这简直不可理喻,10张10块和1张100块明明金额相同。但人不是百分之百理性的,我们的行为常受心理因素的影响。相比等量的小额货币,人们对于大额货币具有更低的支出意愿。在心理学中,这叫作“面额效应”。这一概念最早由Raghubir等人提出。为了证实这一效应确实存在,他们做了一个经典的实验:1.研究者要求被试者回答几个简单的问题,作为回报,被试者会得到1美元。 From a rational point of view, this is simply unjustifiable, 10 10 and 100 a clear amount of the same amount. But people are not 100% rational, our behavior is often affected by psychological factors. Compared to the same amount of small currency, people have a lower willingness to pay for large amounts of money. In psychology, this is called “denomination effect.” This concept was first proposed by Raghubir et al. In order to confirm that this effect does exist, they did a classic experiment: 1. The researchers asked the subjects to answer a few simple questions, in return, subjects will receive $ 1.