[Summary ????] System 1 vs System 2 - Roughly speaking, "intuition" and "logic" Mental accounting - Literally, mental accounting - The theory that the value of the same money changes depending on how you acquire it and how you spend it Self-control bias - A bias to overestimate your ability to resist temptation Sunk cost - An irrational bias that makes you continue doing something once you have started, even if you have not seen results, in an attempt to recover the time, money, and effort you spent on it Hot hand effect - A cognitive habit that makes you believe that if a certain event occurs repeatedly, the same thing will happen again Foot in the door - A technique for asking for a favor, starting with something small rather than making a big request at the beginning Confirmation bias - A bias that makes you believe something, and then start collecting evidence to prove it Illusion of truth effect - Even if you think "this could never happen," you start to believe it if you see or hear it repeatedly Hedonic adaptation - People repeatedly return to their baseline happiness no matter what happens - Over time, we get used to both good and bad things Duration heuristic - A cognitive habit that makes us evaluate a service based on the time it took rather than its content Primacy effect - Information received first leaves a strong impression and has a strong influence Proximity effect - Last information has a large impact on decision-making - Due to the primacy effect and proximity effect, the first and last interviewees are the most advantageous Overjustification effect - The overjustification effect is a theory that states that when an extrinsic motivator such as monetary reward is provided to someone who was originally motivated by intrinsic motivation, their motivation decreases Information overload - Too much information tires people and hinders decision-making - Similarly, when too many options hinder decision-making, this is called choice overload Choice architecture - Narrows down options and guides choices (architecture means design) Choice architecture is a broaden-and-form theory born from information overload and choice overload - Positive emotions improve the efficiency and quality of work, and reduce mental and physical stress Psychological sense of ownership - Behavior changes when you think something is "mines" even if you don't actually own it - Related to this is the "endowment effect," which makes people think "even if something is worthless to others, it has value" Cognitive reevaluation: Look at the vague emotions you have, understand them, reevaluate them, and use them more Uncertainty: "Unpredictable" is the strongest stress in history "Uncertainty" has been attracting a lot of attention in behavioral economics Be especially careful in the following six situations! ・When you are tired ・When there are many information and options ・When you don't have time ・When you are low on motivation ・When information is easy and too familiar ・When you don't have the energy or willpower The three main factors are cognitive habits, situations, and emotions. [New service] Business Library Tokyo From the era of "reading in print" to the era of "watching in video"! A video distribution service that provides "learning" through videos in the spare time of busy business people who gather together book summary YouTubers (30-day free campaign) https://businesslibrarytokyo.com [Reference book for this time ????] Behavioral economics is the strongest science Kindle version Namika Sagara (author) SB Creative (editor) This video is distributed with permission from SB Creative. https://amzn.to/3Q1rHt2 【Table of Contents????】 00:00 Digest 02:11 ① Why is behavioral economics the strongest? 03:33 ② The essence of behavioral economics 05:05 ③ Three factors: cognitive habits, situations, and emotions 11:47 Summary