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1 3 ( ) : :, ;,, ;,, :,, 1940, (Von Neumann and Morgenstern,1947), (Arrow and Debreu, 1954),,,,, 50,,,, ( Clark Hull, 1943) ( Paul Meehl, 1950) (Rachlin and Green,1972) (Timberlake and Allison,1974), ( Herrnstein,1961) (matching law),,, (Rachlin,Green and Battalio,1976) (optimization theory) ; ( Herrnstein and Vaughan,1980) (meliorate individual behavior theory) ; (Navin,1969) (momentary optimization theory),, 3,,,,,, 73

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5 : A : B :2400 N = 72 (18 %) (82 %) 2 C: D : (83 %) (17 %) 0101, 1 82 % B, 2 83 % C, 1, U (0) = 0, U (2400) > 0133U (2500) U(2400), 2, 0134U(2400) > 0133U (2500),, U (X 1,P 1 ; X n,p n ) = P 1 U (X 1 ) + P n U (X n ), (1979),, :, ; ;,,, (1979,P ),, S : 2002,,,,,,, : W W 0,,,,,, U < 0,, W, (X 1,P 1 ; X n,p n ) U(W + X 1,P 1 ; ;W + X n,p n ) > U (W),,,,,,,,, S U(0) = 0 0, ( X), X,,,, ;,,, ;,,, 77

6 :,,,,, (moment utility) (remember utility), S, :, ;,,,, S,, S,,,,,,,,,,,, S,,,,,,,, ( ),,,, S,,,, (representative) (availability) (anchoring) (confirmation bias) (framing), S, S, S, S, S W(, W = 0), W 0 W, S ; W 0 W, S, W, W 0 W, W 0 W,,,, W 0 W,,,,,,,, ;,,,,,,, 78

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8 : Y 4 Y 5,, A 1 A 2 A 3 B 1 B 2 B 3 B 4 B 5, 1 2,,,,,,,, S,, : f (X,Y) = Y - X = B 1 Y 1 + B 2 Y 2 + B 3 Y 3 + B 4 Y 4 + B 5 Y (A 1 X 1 + A 2 X 2 + A 3 X ) (3) f (X,Y) > 0,, S ; f (X, Y) < 0,,, S, (3),, (3) ; (3), (Shiller,2001) ,,,,,, ; ;,,, (2),,,,,,, ;,,,,,, ;,,,,,, (1),,,,,, 80

9 ,,,, (2),, :,,, ;,,,,,, :,,,,,,,,, (1),,,,,,,,,,,,,, S,,,,,, (2), Y 1 Y 2 Y 3 Y 4 Y 5,,, S S,,, (2) S, :,, n, 81

10 :,,,,,,,,, (2),,,,,,,,,,,, (3), f (X,Y) > 0,, (3),, S,, (1),, (2) (2), (1), (3), (3),,,,, ;,,,1973 :, , 2002,2004 : :, 13,,1996 : , 4 73, ( ),, 2002, 82

11 ,2001 :,13 79, , ,,1996 :, Von Neumann,J. and O. Morgenstern,1947, Theory of Games and Economic Behavior,2nd ed. Princeton,NJ :Princeton University Press. Arrow, K. and G. Debreu,1954, Existence of Equilibrium for a Competitive Economy, Econometrica, 22, Hull,C. L. 1943,Principles of Behavior New York : Appleton2Century2Crofts. Meehl,M. A.,1950,On the Circularity of the Law of Effect, Psychological Bulletin 47, Rachlin, H.,and Green,L. 1972,Commitment in Choice,and Self2control. Journal of the Experimental Analysis of Behavior 17, Timberlake,W.,and Allison,J. 1974,Response Deprivation : An Empirical Approach to Instrumental Performance, Psychological Review 81, Herrnstein,R.J. 1961,Relative and Absolute Strength of Response as a Function of Frequency of Reinforcement. Journal of the Experimental Analysis of Behavior,4, Rachlin,H.,Green,L.,Kagel,J. H., and Battalio,R. C. 1976,Economic Demand Theory and Psychological Studies of Choice,In G. H. Bower (ed. ). The Psychology of Learning and Motivation,10, Herrnstein,R.J., and Vaughan,W.,1980,Melioration and Behavior Allocation. In J. E. R. Standdon(ed. ). Limits to Action :The Allocation of Individual Behavior. New York :Academic Press Navin,J. A.,1969,Interval Reinforcement of Choice Behavior in Discrete Trials. Journal of the Experimental Analysis of Behavior,12,875 Rachlin,J. A.,1970,Introduction to Modern Behaviorism, San Francisco :W. H. Freeman & Company Publishers. Watson,J.,1973, Psychology as the Behaviorist Views it. Psychological Review,20,pp Hothersall,David,1995,History of Psychology,New York :McGraw2Hill. Kahneman,D.,Tversky,A.,1973, On the Psychology of Prediction, Psychological Review,80 ;pp Kahneman,D. and A. Tversky,1979, Prospect Theory :An Analysis Decision under Risk, Econometrica,47 (2). Simon,H. 1982,Models of Bounded Rationality. A Behavioral Analysis of the Transformation from Rational Choice to Irrational Choice He Da an ( Economic School, Zhejiang Gongshang University) Abstract : Aiming at human choice behaviors under uncertainty, this paper puts forward a new and needing well researched viewpoint : human s irrational choices transform to a great extent from rational choices. First this thesis comments briefly animal experiments in early behavior economics and perceive psychics, and deems that human choice behaviors are the isomorphism of rationality and irrationality ; Secondly, through parsing the transforming thought from rationality to irrationality in D. Kahneman s prospect theory, the author conceives an abstract transformation model ; Lastly, as a practical demonstration, we study those irrational choices in financial markets to prove the objective exist of those transformation phenomena. This paper s analysis can be counted a dig out of behavior economics abstruse opinion about irrational choice theory. Key Words :Behavior Economics ; Rational Choice ; Irrational Choice ; Prospect Theory ; Expect Utility Theory JEL Classification : G320, G340, G390 ( : ) ( : ) 83

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