{"id":17823,"date":"2020-01-21T17:37:00","date_gmt":"2020-01-21T08:37:00","guid":{"rendered":"https:\/\/uxdaystokyo.com\/articles\/?post_type=glossary&#038;p=17823"},"modified":"2023-07-24T13:27:33","modified_gmt":"2023-07-24T04:27:33","slug":"mental-accounting","status":"publish","type":"glossary","link":"https:\/\/uxdaystokyo.com\/articles\/glossary\/mental-accounting\/","title":{"rendered":"\u30e1\u30f3\u30bf\u30eb\u30a2\u30ab\u30a6\u30f3\u30c6\u30a3\u30f3\u30b0"},"content":{"rendered":"<p>\u4eba\u306f\u540c\u3058\u91d1\u984d\u3092\u4f7f\u3046\u5834\u5408\u3067\u3082\u3001\u4f7f\u7528\u76ee\u7684\u3084\u53ce\u5165\u6e90\u306b\u3088\u3063\u3066\u300c<strong>\u4f7f\u3046\u304b\u3069\u3046\u304b\u306e\u610f\u601d\u6c7a\u5b9a<\/strong>\u300d\u304c\u5909\u5316\u3059\u308b\u3002\u65e5\u672c\u8a9e\u3067\u306f\u300c\u5fc3\u306e\u4f1a\u8a08\uff08\u5bb6\u8a08\u7c3f\uff09\u300d\u3068\u3082\u547c\u3070\u308c\u308b\u3002<\/p>\n<p>\u304a\u91d1\u3092\u5168\u3066\u540c\u3058\u57fa\u6e96\u3067\u6bd4\u3079\u308b\u306e\u3067\u306f\u306a\u304f\u3001\u4f7f\u7528\u3059\u308b\u5ea6\u306b\u57fa\u6e96\u3092\u8a2d\u3051\u3066\u4fa1\u5024\u3092\u8003\u3048\u308b\u3002\u4f8b\u3048\u3070\u3001\u540c\u30581\u4e07\u5186\u3067\u3082\u7d66\u4e0e\u3068\u3057\u3066\u53e3\u5ea7\u306b\u5165\u3063\u3066\u3044\u308b1\u4e07\u5186\u3068\u3001\u90e8\u5c4b\u306e\u6383\u9664\u4e2d\u306b\u305f\u307e\u305f\u307e\u898b\u3064\u3051\u305f1\u4e07\u5186\u3067\u306f\u3001\u305f\u307e\u305f\u307e\u898b\u3064\u3051\u305f1\u4e07\u5186\u306e\u65b9\u304c\u6c17\u8efd\u306b\u4f7f\u3046\u50be\u5411\u304c\u3042\u308b\u3002<\/p>\n<p>\u30a2\u30e1\u30ea\u30ab\u306e\u7d4c\u6e08\u5b66\u8005\u3067\u3042\u308b<ruby>Richard H. Thaler<rt>\u30ea\u30c1\u30e3\u30fc\u30c9\u30fbH\u30fb\u30bb\u30a4\u30e9\u30fc<\/rt><\/ruby>\u304c\u63d0\u5531\u3057\u305f\u3002<\/p>\n<div id=\"attachment_17824\" style=\"width: 235px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/richard-thaler.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-17824\" class=\"size-medium wp-image-17824\" src=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/richard-thaler-225x300.jpg\" alt=\"Richard Thaler\" width=\"225\" height=\"300\" srcset=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/richard-thaler-225x300.jpg 225w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/richard-thaler-766x1024.jpg 766w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/richard-thaler-768x1026.jpg 768w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/richard-thaler-1149x1536.jpg 1149w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/richard-thaler.jpg 1237w\" sizes=\"auto, (max-width: 225px) 100vw, 225px\" \/><\/a><p id=\"caption-attachment-17824\" class=\"wp-caption-text\">\u5f15\u7528\u5143\uff1a<a href=\"https:\/\/en.wikipedia.org\/wiki\/Richard_Thaler\">wikipedia<\/a><\/p><\/div>\n<p>\u30a2\u30ab\u30a6\u30f3\u30c8\u3068\u306f\u53e3\u5ea7\u3068\u3044\u3046\u610f\u5473\u3067\u3042\u308b\u3002\u5fc3\u306e\u4e2d\u3067\u7528\u9014\u5225\u306b\u8907\u6570\u306e\u53e3\u5ea7\u3092\u7528\u610f\u3057\u3066\u3001\u7528\u9014\u3054\u3068\u306b\u4f7f\u7528\u3059\u308b\u304b\u3069\u3046\u304b\u3092\u53e3\u5ea7\u5358\u4f4d\u3067\u5224\u65ad\u3057\u3066\u304a\u91d1\u3092\u4f7f\u7528\u3057\u3066\u3044\u304f\u3002\u3053\u306e\u3088\u3046\u306b\u53e3\u5ea7\u3054\u3068\u306b\u4e88\u7b97\u5185\u306b\u53ce\u307e\u308b\u304b\u3069\u3046\u304b\u3092\u5224\u65ad\u3057\u3066\u3044\u304f\u305f\u3081\u3001\u30e1\u30f3\u30bf\u30eb\u30a2\u30ab\u30a6\u30f3\u30c6\u30a3\u30f3\u30b0\uff08\u5fc3\u306e\u4f1a\u8a08\uff09\u3068\u3044\u3046\u540d\u524d\u304c\u4ed8\u3051\u3089\u308c\u305f\u3002<\/p>\n<h2>\u30e1\u30f3\u30bf\u30eb\u30a2\u30ab\u30a6\u30f3\u30c6\u30a3\u30f3\u30b0\u304c\u50cd\u304f\u4f8b<\/h2>\n<p>2002\u5e74\u306b\u30ce\u30fc\u30d9\u30eb\u7d4c\u6e08\u5b66\u8cde\u3092\u53d7\u8cde\u3057\u305f\u3053\u3068\u3067\u6709\u540d\u306a<ruby>Daniel Kahneman<rt>\u30c0\u30cb\u30a8\u30eb\u30fb\u30ab\u30fc\u30cd\u30de\u30f3<\/rt><\/ruby>\u3068\u3001\u5f7c\u306e\u5171\u540c\u7814\u7a76\u8005\u3068\u3057\u3066\u6709\u540d\u306a<ruby>Amos Tversky<rt>\u30a8\u30a4\u30e2\u30b9\u30fb\u30c8\u30d9\u30eb\u30b9\u30ad\u30fc<\/rt><\/ruby>\u304c\u884c\u3063\u305f\u30b7\u30ca\u30ea\u30aa\u4f8b\u984c\u306f\u3001\u30e1\u30f3\u30bf\u30eb\u30a2\u30ab\u30a6\u30f3\u30c6\u30a3\u30f3\u30b0\u304c\u50cd\u304f\u5178\u578b\u4f8b\u3067\u3042\u308b\u3002<\/p>\n<h3>\u6620\u753b\u306e\u30c1\u30b1\u30c3\u30c8\u4ee3\u91d1<\/h3>\n<p>\u30c1\u30b1\u30c3\u30c810\u30c9\u30eb\u306e\u5287\u3092\u89b3\u3088\u3046\u3068\u3057\u305f\u3068\u3059\u308b\u3002<\/p>\n<div class=\"bg-gray-box\">\u5287\u5834\u3067\u30c1\u30b1\u30c3\u30c8\u3092\u8cb7\u304a\u3046\u3068\u3057\u3066\u300110\u30c9\u30eb\u672d\u3092\u5931\u304f\u3057\u3066\u3044\u305f\u3053\u3068\u306b\u6c17\u3065\u304d\u307e\u3057\u305f\u3002\u8ca1\u5e03\u304b\u308910\u30c9\u30eb\u51fa\u3057\u3066\u5f53\u65e5\u5238\u3092\u8cb7\u3044\u307e\u3059\u304b\uff1f<\/div>\n<p>\u4e0a\u8a18\u306e\u8cea\u554f\u3092\u805e\u304b\u308c\u305f\u6642\u3001\u5168\u4f53\u306e\u3046\u3061\u300c\u306f\u3044\u300d\u3068\u7b54\u3048\u305f\u4eba\u304c88%\u3001\u300c\u3044\u3044\u3048\u300d\u3068\u7b54\u3048\u305f\u4eba\u304c12%\u3067\u3042\u3063\u305f\u3002<\/p>\n<div class=\"bg-gray-box\">\u4e8b\u524d\u306b10\u30c9\u30eb\u51fa\u3057\u3066\u524d\u58f2\u308a\u5238\u3092\u8cb7\u3063\u305f\u3068\u3057\u307e\u3059\u3002\u5287\u5834\u306b\u5165\u3063\u3066\u3001\u524d\u58f2\u308a\u5238\u3092\u5931\u304f\u3057\u3066\u3044\u305f\u3053\u3068\u306b\u6c17\u3065\u304d\u307e\u3057\u305f\u3002\u3082\u3046\u4e00\u5ea610\u30c9\u30eb\u51fa\u3057\u3066\u5f53\u65e5\u5238\u3092\u8cb7\u3044\u307e\u3059\u304b\uff1f<\/div>\n<p>\u4e0a\u8a18\u306e\u8cea\u554f\u3092\u805e\u304b\u308c\u305f\u6642\u3001\u5168\u4f53\u306e\u3046\u3061\u300c\u306f\u3044\u300d\u3068\u7b54\u3048\u305f\u4eba\u304c46%\u3001\u300c\u3044\u3044\u3048\u300d\u3068\u7b54\u3048\u305f\u4eba\u304c54%\u3067\u3042\u3063\u305f\u3002<\/p>\n<p>\u3069\u3061\u3089\u3082\u7d50\u679c\u7684\u306b\u306f20\u30c9\u30eb\u304b\u304b\u3063\u3066\u3044\u308b\u306b\u3082\u95a2\u308f\u3089\u305a\u3001\u300c\u30c1\u30b1\u30c3\u30c8\u3092\u8cb7\u3046\u300d\u3068\u3044\u3046\u76ee\u7684\u306b\u5bfe\u3057\u3066\u7570\u306a\u308b\u53cd\u5fdc\u3092\u793a\u3057\u3066\u3044\u308b\u3002<\/p>\n<p>\u30c1\u30b1\u30c3\u30c8\u3092\u518d\u5ea6\u8cb7\u3046\u5834\u5408\u306f\u3001\u8ffd\u52a0\u306710\u30c9\u30eb\u3092\u652f\u6255\u3046\u3068\u611f\u3058\u3066\u3057\u307e\u3046\u305f\u3081\u3001\u8cfc\u5165\u3059\u308b\u3053\u3068\u3092\u62b5\u6297\u3057\u3066\u3057\u307e\u3046\u3002\u4e00\u65b9\u300110\u30c9\u30eb\u5931\u304f\u3057\u305f\u3053\u3068\u306b\u6c17\u3065\u3044\u305f\u5834\u5408\u306f\u3001\u76ee\u7684\u306b\u5bfe\u3057\u3066\u307e\u30601\u30c9\u30eb\u3082\u6255\u3063\u3066\u3044\u306a\u3044\u305f\u3081\u3001\u8cfc\u5165\u3059\u308b\u3053\u3068\u306b\u62b5\u6297\u3092\u611f\u3058\u306a\u3044\u3002<\/p>\n<div id=\"attachment_17825\" style=\"width: 710px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/menta-accounting-repurchase-percentage.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-17825\" class=\"wp-image-17825 size-large\" src=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/menta-accounting-repurchase-percentage-1024x507.png\" alt=\"\u30c1\u30b1\u30c3\u30c8\u518d\u8cfc\u5165\u306e\u5272\u5408\u304c\u524d\u58f2\u308a\u5238\u3092\u7121\u304f\u3057\u305f\u6642\u306f46%\u306b\u5bfe\u3057\u3066\u300110\u30c9\u30eb\u672d\u3092\u7121\u304f\u3057\u305f\u6642\u306f88%\u3068\u306a\u308b\" width=\"700\" height=\"347\" srcset=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/menta-accounting-repurchase-percentage-1024x507.png 1024w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/menta-accounting-repurchase-percentage-300x149.png 300w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/menta-accounting-repurchase-percentage-768x380.png 768w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/menta-accounting-repurchase-percentage.png 1490w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><p id=\"caption-attachment-17825\" class=\"wp-caption-text\">\u72b6\u6cc1\u306b\u3088\u3063\u3066\u30c1\u30b1\u30c3\u30c8\u3092\u518d\u8cfc\u5165\u3059\u308b\u7387\u304c\u5909\u5316\u3059\u308b<\/p><\/div>\n<h2>\u30e1\u30f3\u30bf\u30eb\u30a2\u30ab\u30a6\u30f3\u30c6\u30a3\u30f3\u30b0\u304c\u50cd\u304f3\u3064\u306e\u4ee3\u8868\u7684\u306a\u72b6\u6cc1<\/h2>\n<p>\u30e1\u30f3\u30bf\u30eb\u30a2\u30ab\u30a6\u30f3\u30c6\u30a3\u30f3\u30b0\u304c\u50cd\u304f\u72b6\u6cc1\u3068\u3057\u3066\u3001\u4ee3\u8868\u7684\u306a\u4f8b\u30923\u3064\u7d39\u4ecb\u3059\u308b\u3002<\/p>\n<h3>\u4f7f\u7528\u76ee\u7684\u306e\u9055\u3044<\/h3>\n<p>\u4f7f\u7528\u76ee\u7684\u306b\u3088\u3063\u3066\u304a\u91d1\u306e\u4fa1\u5024\u306f\u5909\u5316\u3059\u308b\u3002<\/p>\n<p>\u4f8b\u3048\u3070\u3001\u65e5\u5e38\u306b\u304a\u3044\u3066\u30b3\u30f3\u30d3\u30cb\u3067\u663c\u98df\u3092\u8cfc\u5165\u3059\u308b\u6642\u306b<strong>100\u5186\u306e\u304a\u306b\u304e\u308a<\/strong>\u3068<strong>200\u5186\u306e\u304a\u306b\u304e\u308a<\/strong>\u3092\u6bd4\u8f03\u3057\u305f\u5834\u5408\u3001\u5b89\u3044\u65b9\u306e\u304a\u306b\u304e\u308a\u3092\u9078\u3076\u304c\u3001\u65c5\u884c\u5148\u306e\u663c\u98df\u3067<strong>1,000\u5186\u306e\u30e9\u30fc\u30e1\u30f3<\/strong>\u3068<strong>1,100\u5186\u306e\u7279\u4e0a\u30e9\u30fc\u30e1\u30f3<\/strong>\u3092\u6bd4\u8f03\u3057\u305f\u6642\u306f\u3001100\u5186\u7a0b\u5ea6\u306e\u5dee\u306a\u3089\u5024\u6bb5\u306e\u9ad8\u3044\u7279\u4e0a\u30e9\u30fc\u30e1\u30f3\u3092\u9078\u3076\u53ef\u80fd\u6027\u304c\u3042\u308b\u3002<\/p>\n<p>\u540c\u3058100\u5186\u3067\u3082<strong>\u300c\u751f\u6d3b\u8cbb\u300d<\/strong>\u3068<strong>\u300c\u5a2f\u697d\u8cbb\u300d<\/strong>\u3068\u3044\u3046\u4f7f\u7528\u76ee\u7684\u306e\u9055\u3044\u306b\u3088\u3063\u3066\u3001100\u5186\u306e\u4fa1\u5024\u3084\u6255\u3046\u304b\u3069\u3046\u304b\u306e\u57fa\u6e96\u304c\u7570\u306a\u308b\u3002\u751f\u6d3b\u8cbb\u306b\u304a\u3051\u308b100\u5186\u306e\u4fa1\u5024\u306b\u6bd4\u3079\u3066\u5a2f\u697d\u8cbb\u306e100\u5186\u306f\u5b89\u3044\u3068\u611f\u3058\u3084\u3059\u3044\u3002<\/p>\n<div id=\"attachment_17826\" style=\"width: 710px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-how-you-cost.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-17826\" class=\"wp-image-17826 size-large\" src=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-how-you-cost-1024x477.png\" alt=\"\u30e1\u30f3\u30bf\u30eb\u30a2\u30ab\u30a6\u30f3\u30c6\u30a3\u30f3\u30b0\u4f8b\uff11\" width=\"700\" height=\"326\" srcset=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-how-you-cost-1024x477.png 1024w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-how-you-cost-300x140.png 300w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-how-you-cost-768x358.png 768w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-how-you-cost.png 1369w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><p id=\"caption-attachment-17826\" class=\"wp-caption-text\">\u540c\u3058100\u5186\u5dee\u3067\u3082\u3001\u4f7f\u3046\u30b7\u30fc\u30f3\u306b\u3088\u3063\u3066\u9078\u3073\u65b9\u304c\u7570\u306a\u308b<\/p><\/div>\n<h3>\u53d6\u5f97\u65b9\u6cd5\u306e\u9055\u3044<\/h3>\n<p>\u624b\u306b\u5165\u308c\u305f\u65b9\u6cd5\u306b\u3088\u3063\u3066\u3082\u3001\u4eba\u306f\u304a\u91d1\u306b\u5bfe\u3057\u3066\u7570\u306a\u308b\u4fa1\u5024\u3092\u3064\u3051\u308b\u3002<\/p>\n<p>\u4f8b\u3048\u3070\u3001\u7d66\u6599\u3068\u3057\u3066\u624b\u306b\u5165\u308c\u305f10\u4e07\u5186\u3068\u3001\u30ae\u30e3\u30f3\u30d6\u30eb\u3067\u624b\u306b\u5165\u308c\u305f10\u4e07\u5186\u3067\u3042\u308c\u3070\u3001\u30ae\u30e3\u30f3\u30d6\u30eb\u3067\u624b\u306b\u5165\u308c\u305f10\u4e07\u5186\u306f\u6d6a\u8cbb\u3059\u308b\u50be\u5411\u304c\u3042\u308b\u3002<\/p>\n<p>\u7d66\u6599\u3068\u3057\u3066\u624b\u306b\u5165\u308c\u305f\u304a\u91d1\u306e\u65b9\u304c\u9ad8\u3044\u4fa1\u5024\u3067\u3042\u308b\u3068\u601d\u3046\u306e\u306f\u3001\u300c\u81ea\u5206\u304c\u82e6\u52b4\u3057\u3066\u624b\u306b\u5165\u308c\u305f\u3082\u306e\u306f\u8cb4\u91cd\u306a\u3082\u306e\u3067\u3042\u308b\u300d\u3068\u3044\u3046<strong>\u30a4\u30b1\u30a2\u52b9\u679c<\/strong>\u304c\u50cd\u3044\u3066\u3044\u308b\u305f\u3081\u3060\u3002<\/p>\n<div id=\"attachment_17962\" style=\"width: 710px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-how-you-earned.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-17962\" class=\"wp-image-17962 size-large\" src=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-how-you-earned-1024x465.png\" alt=\"\u30e1\u30f3\u30bf\u30eb\u30a2\u30ab\u30a6\u30f3\u30c6\u30a3\u30f3\u30b0\u4f8b\uff12\" width=\"700\" height=\"318\" srcset=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-how-you-earned-1024x465.png 1024w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-how-you-earned-300x136.png 300w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-how-you-earned-768x349.png 768w, 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class=\"wp-caption-text\">\u304a\u91d1\u306e\u624b\u306b\u5165\u308c\u65b9\u3067\u4f7f\u3044\u65b9\u304c\u5909\u308f\u308b<\/p><\/div>\n<h3>\u6bd4\u8f03\u5bfe\u8c61\u306b\u3064\u3089\u308c\u308b<\/h3>\n<p>\u6bd4\u3079\u308b\u5bfe\u8c61\u306e\u91d1\u984d\u304c\u9ad8\u3044\u3068\u3001\u5b89\u304f\u611f\u3058\u308b\u50be\u5411\u304c\u3042\u308b\u3002<\/p>\n<p>\u540c\u305810\u4e07\u5186\u306e\u30ab\u30fc\u30ca\u30d3\u3060\u3068\u3057\u3066\u3082\u3001\u5358\u4f53\u3067\u8cfc\u5165\u3059\u308b\u6642\u3088\u308a\u3082\u3001400\u4e07\u5186\u306e\u81ea\u52d5\u8eca\u306e\u30aa\u30d7\u30b7\u30e7\u30f3\u3068\u3057\u306610\u4e07\u5186\u306e\u30ab\u30fc\u30ca\u30d3\u3092\u8a2d\u7f6e\u3059\u308b\u6642\u306e\u65b9\u304c\u3001\u652f\u6255\u3044\u306b\u5bfe\u3057\u3066\u62b5\u6297\u611f\u3092\u62b1\u304d\u306b\u304f\u3044\u3002<\/p>\n<p>\u5358\u4f53\u3067\u898b\u305f\u6642\u306f<strong>\u300c10\u4e07\u5186\u3092\u6255\u3046\u304b\u3069\u3046\u304b\u300d<\/strong>\u304c\u5224\u65ad\u57fa\u6e96\u3068\u306a\u308b\u304c\u3001<strong>\u300c\u81ea\u52d5\u8eca\u306e\u30aa\u30d7\u30b7\u30e7\u30f3\u300d<\/strong>\u3068\u3057\u3066\u691c\u8a0e\u3057\u305f\u6642\u306f\u3001400\u4e07\u5186\u306e\u81ea\u52d5\u8eca\u306b\u6bd4\u3079\u305f\u308910\u4e07\u5186\u306e\u30ab\u30fc\u30ca\u30d3\u306f\u5b89\u3044\u3068\u611f\u3058\u308b\u3002<\/p>\n<p>\u4e00\u756a\u6700\u521d\u306b\u63a5\u3057\u305f\u60c5\u5831\u3084\u6570\u5024\u304c\u3001\u610f\u601d\u6c7a\u5b9a\u3084\u5224\u65ad\u306b\u5f71\u97ff\u3092\u53ca\u307c\u3057\u3066\u3057\u307e\u3046\u30a2\u30f3\u30ab\u30ea\u30f3\u30b0\u304c\u50cd\u304f\u305f\u3081\u306b\u3001\u540c\u305810\u4e07\u5186\u306e\u30ab\u30fc\u30ca\u30d3\u3060\u3068\u3057\u3066\u3082\u3001\u4fa1\u5024\u306e\u611f\u3058\u65b9\u304c\u5909\u5316\u3059\u308b\u3002<\/p>\n<div id=\"attachment_17828\" style=\"width: 710px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-compared.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-17828\" class=\"wp-image-17828 size-large\" src=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-compared-1024x336.png\" alt=\"\u30e1\u30f3\u30bf\u30eb\u30a2\u30ab\u30a6\u30f3\u30c6\u30a3\u30f3\u30b0\u4f8b\uff13\" width=\"700\" height=\"230\" srcset=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-compared-1024x336.png 1024w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-compared-300x99.png 300w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-compared-768x252.png 768w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-compared-1536x505.png 1536w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2020\/01\/mental-accounting-example-compared.png 1674w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><p id=\"caption-attachment-17828\" class=\"wp-caption-text\">\u6bd4\u8f03\u5bfe\u8c61\u306b\u3064\u3089\u308c\u3066\u9ad8\u3044\u5b89\u3044\u306e\u5224\u65ad\u304c\u5909\u308f\u308b<\/p><\/div>\n<h2>\u53c2\u8003\u6587\u732e<\/h2>\n<ul>\n<li>Richard Thaler, Cass Sunstein\uff082009\uff09\u300e<a href=\"https:\/\/www.amazon.co.jp\/dp\/4822247473\">\u5b9f\u8df5 \u884c\u52d5\u7d4c\u6e08\u5b66<\/a>\u300f\u9060\u85e4 \u771f\u7f8e\u8a33\u3001\u65e5\u7d4cBP<\/li>\n<li>Leigh CaldWell\uff082013\uff09\u300e<a href=\"https:\/\/www.amazon.co.jp\/dp\/4534050429\">\u4fa1\u683c\u306e\u5fc3\u7406\u5b66<\/a>\u300f\u6b66\u7530 \u73b2\u5b50\u8a33\u3001\u65e5\u672c\u5b9f\u696d\u51fa\u7248\u793e<\/li>\n<\/ul>\n<h2>\u53c2\u8003\u30b5\u30a4\u30c8<\/h2>\n<ul>\n<li><a href=\"https:\/\/kitaguni-economics.com\/mentalaccounting-reasonofwaste\/\">\u5fc3\u7406\u4f1a\u8a08\u300c\u30e1\u30f3\u30bf\u30eb\u30a2\u30ab\u30a6\u30f3\u30c6\u30a3\u30f3\u30b0\u300d\u3068\u306f\uff1f\u4eba\u304c\u6d6a\u8cbb\u3059\u308b\u7406\u7531<\/a><\/li>\n<li><a href=\"https:\/\/swingroot.com\/mental-accounting\/\">\u30e1\u30f3\u30bf\u30eb\u30a2\u30ab\u30a6\u30f3\u30c6\u30a3\u30f3\u30b0\u3068\u306f\uff1f\u304a\u91d1\u306e\u5fc3\u7406\u5b66\u3067\u7121\u99c4\u9063\u3044\u3092\u306a\u304f\u305b\uff01<\/a><\/li>\n<li><a href=\"https:\/\/www.ifinance.ne.jp\/glossary\/lifeplan\/lif153.html\">\u30e1\u30f3\u30bf\u30eb\u30a2\u30ab\u30a6\u30f3\u30c6\u30a3\u30f3\u30b0\u3068\u306f\uff5c\u91d1\u878d\u7d4c\u6e08\u7528\u8a9e\u96c6<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>\u5229\u7528\u76ee\u7684\u3084\u53d6\u5f97\u65b9\u6cd5\u306b\u3088\u3063\u3066\u91d1\u92ad\u306e\u4fa1\u5024\u3084\u4f7f\u7528\u57fa\u6e96\u304c\u5909\u5316\u3059\u308b\u5fc3\u7406\u73fe\u8c61<\/p>\n","protected":false},"author":34,"featured_media":17826,"template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"English":"Mental 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