“You inched towards the dark side,” joked one behavioural economist after he read a recent column in which I hinted that his field has some merits. It was a quip that got me thinking, because behavioural economics does indeed have a dark side. Behavioural economists study the psychology of economic decision-making, and if they are any good at their task they will discover something the unscrupulous salesman could use to his advantage.
我曾在近期的一篇專欄中暗示，行為經濟學有一定的價值。讀罷此文，一位行為經濟學家開玩笑說：“你在慢慢滑向黑暗面”。這句一語雙關的話讓我深思，因為行為經濟學的確有其黑暗面。行為經濟學家們研究經濟決策的心理；他們只要擅長自己工作，就會發現某些毫無廉恥的推銷員會籍以牟利的伎倆。
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