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内容简介

This book helps you discover the secrets behind hundreds of everyday enigmas. Why is there a light in your fridge but not in your freezer? Why do 24-hour shops bother having locks on their doors? Why did Kamikaze pilots wear helmets? The answer is simple: economics. Economics doesn't just happen in classrooms or international banks. It is everywhere and influences everything we do and see, from the cinema screen to the streets. It can even explain some of life's most intriguing enigmas. For years, economist Robert Frank has been encouraging his students to use economics to explain the strange situations they encounter in everyday life, from peculiar product design to the vagaries of sex appeal. Now he shares the most intriguing -- and bizarre -- questions and the economic principles that answer them to reveal why many of the most puzzling parts of everyday life actually make perfect (economic) sense.

作者简介

Robert H. Frank is the Henrietta Louis Johnson Professor of Management and Professor of Economics at Cornell University's Johnson Graduate School of Management. His previous books include The Winner-Takes-All Society (with Philip Cook), Luxury Fever and Principles of Economics (with Ben Bernanke). Frank's many awards include the Apple Distinguished Teaching Award and the Leontief Prize for Advancing the Frontiers of Economic Thought.

精彩书评

"Can be returned to again and again like one of those all-you-can-eat buffets."
-- New York Times
The Economic Naturalist 牛奶可乐经济学 英文原版 [平装] 电子书 下载 mobi epub pdf txt

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《牛奶可乐经济学》就是一本这样的故事合集。问题千奇百怪，分析工具却相当简单——成本效益原则。当一个行动带来的收益大于成本时，人们就会采取行动。这是绝大多数举动的根源。比如，为什么最畅销的书常常打折销售，而最热门的电影却不打折？为什么“维多利亚的秘密”要提供价值数百万美元的镶钻胸罩，虽说从来没人买过？为什么男性立法者也赞成废除一夫多妻制呢？为什么很多酒吧喝一杯清水卖四块钱，但咸花生却可随意索要？书中提出了100多个这样的问题，全部来自于日常生活经验，涉及产品设计、供求关系分析、公用品、人际关系、心理学、职场风云等等各个方面，作者说“这些生活中的问题不是公式和概念，它们并没有标准确切的答案，每个人都有可能给出更多更合理的解释。”这也许正是此书的魅力所在。人人都可以从经济学的角度来分析经济生活现象，我思故我在，人生因此充满乐趣。作为一个“从没上过经济学课的亲戚”，这种书让人读得真是高兴。别出手眼，独特的观察角度，如同一场美妙的智力探险，情趣盎然。不枝不蔓，一个圈子也不绕，尽量用最简单的方法来解决问题，没有高深的数学模型，都是最基础的经济学概念。

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不错的

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送货速度很给力~不知道什么时候能读懂，慢慢看吧！

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书不错，包装、物流也很好。原版书真是贵啊，一小本就一百多。比较轻巧方便携带

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不错，很喜欢，要好好看。

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书是挺好的，就是英文水平有限，还在学习中。

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帮朋友买的，不知道什么情况

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非常满意，五星

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书是挺好的，就是英文水平有限，还在学习中。

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