由于处理信息的能力有限，人类在对商业问题、产品选择和消费选择以及个人生活作出判断或决定时，会采用各种启发式方法或 "经验法则"。随着时间的推移，这些启发式方法的演变确保了它们在各种情况下产生普遍良好的结果。然而，在某些情况下，它们也会导致系统性的，有时甚至是实质性的错误。本单元学习帮助学生了解人类决策中的偏差，以及它们如何影响日常生活中的商业和消费决策。对于每个决策领域，心理启发式与产生最优结果的逻辑规则进行对比。
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