{"id":17360,"date":"2019-11-11T18:12:17","date_gmt":"2019-11-11T09:12:17","guid":{"rendered":"https:\/\/uxdaystokyo.com\/articles\/?p=17360"},"modified":"2023-03-02T21:33:23","modified_gmt":"2023-03-02T12:33:23","slug":"behavioraleconomics-2019fall","status":"publish","type":"post","link":"https:\/\/uxdaystokyo.com\/articles\/behavioraleconomics-2019fall\/","title":{"rendered":"\u30d3\u30d8\u30a4\u30d3\u30a2\u30e9\u30eb\u30fb\u30a8\u30b3\u30ce\u30df\u30c3\u30af\u30b9\u7814\u4fee\u3092\u53d7\u8b1b"},"content":{"rendered":"\n<p><a href=\"https:\/\/2019.uxdaystokyo.com\/workshop\/#session-jerome-roxy\">UXDT2019\u3067\u884c\u308f\u308c\u305f\u30d3\u30d8\u30a4\u30d3\u30a2\u30e9\u30eb\u30a8\u30b3\u30ce\u30df\u30c3\u30af\u30b9\u306e\u30ef\u30fc\u30af\u30b7\u30e7\u30c3\u30d7<\/a>\u304c\u304b\u306a\u308a\u4eba\u6c17\u3067\u3001\u30ab\u30fc\u30c9\u3092\u8cfc\u5165\u3057\u305f\u3044\uff01\u3063\u3066\u4eba\u304c\u591a\u304f\u3044\u305f\u306e\u3067\u3001\u3059\u3067\u306b<a 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class=\"wp-block-heading\">\u65e5\u672c\u3068UK\u3068\u306e\u7d50\u679c\u306e\u9055\u3044<\/h3>\n\n\n\n<p>\u57fa\u790e\u8b1b\u5ea7\u306e\u4e2d\u306b\u3001\u30c6\u30b9\u30c8\u3092\u884c\u3046\u3068\u65e5\u672c\u3068\u30a4\u30ae\u30ea\u30b9\u3067\u306f\u7570\u306a\u308b\u7d50\u679c\u304c\u3042\u308a\u307e\u3057\u305f\u3002\u53d7\u8b1b\u751f\u306e1\/3\u304c\u82f1\u8a9e\u304c\u558b\u308c\u308b\u65b9\u3067\u306f\u3042\u308a\u307e\u3059\u304c\u3001\u753b\u50cf\u304c\u30a4\u30ae\u30ea\u30b9\u4ed5\u69d8\u3060\u3063\u305f\u3053\u3068\u306a\u3069\u3082\u5f71\u97ff\u3055\u308c\u3066\u3044\u308b\u306e\u304b\u3082\u77e5\u308c\u307e\u305b\u3093\u304c\u3001<a href=\"https:\/\/uxdaystokyo.com\/articles\/glossary\/reciprocity\/\">\u30ec\u30b7\u30d7\u30ed\u30b7\u30c6\u30a3<\/a>\u30fb\u30ec\u30b7\u30d7\u30ed\u30b7\u30c6\u30a3\u30fc\uff08\u76f8\u4e92\u5229\u76ca\uff09\u304c\u4e0a\u4f4d\u306b\u6765\u308b\u3068\u3044\u3046\u3082\u306e\u306b\u9a5a\u304d\u3092\u96a0\u305b\u307e\u305b\u3093\u3067\u3057\u305f\u3002<\/p>\n\n\n\n<p>\u3053\u308c\u306f\u4e88\u6e2c\u3067\u3057\u304b\u306a\u3044\u306e\u3067\u3059\u304c\u3001\u30d7\u30ed\u30b9\u30da\u30af\u30c8\u306eGain\u3068Loss\u3064\u307e\u308a\u3001\u500b\u4eba\u306e\u5229\u76ca\u3088\u308a\u5358\u4f53\u3088\u308a\u3001\u4eba\u3068\u306e\u95a2\u4fc2\u3067\u306e\u5229\u76ca\u306e\u65b9\u304c\u4e0a\u4f4d\u3068\u3044\u3046\u306e\u306f\u3001\u30de\u30ba\u30ed\u30fc\u306e\u6cd5\u5247\u306e\u3088\u3046\u306a\u5fc3\u7406\u304c\u3042\u308b\u306e\u3067\u306f\uff1f\u3068\u4e88\u6e2c\u3057\u307e\u3057\u305f\u3002<\/p>\n\n\n\n<p>\u3057\u304b\u3057\u3001\u3053\u3053\u3067\u306e\u30dd\u30a4\u30f3\u30c8\u306f\u3001\u753b\u50cf\u304c\u30c0\u30df\u30fc\u3067\u3042\u308b\u3068\u3044\u3046\u3053\u3068\u3067\u3057\u3087\u3046\u3002<br>\u3044\u304f\u3089\u30d3\u30d8\u30a4\u30d3\u30a2\u30e9\u30eb\u30a8\u30b3\u30ce\u30df\u30c3\u30af\u30b9\u306e\u30e1\u30bd\u30c3\u30c9\u3092\u5165\u308c\u305f\u304b\u3089\u3068\u8a00\u3063\u3066\u3001\u9593\u9055\u3063\u3066\u4f7f\u3063\u3066\u306f\u610f\u5473\u304c\u3042\u308a\u307e\u305b\u3093\u3002<\/p>\n\n\n\n<p>\u53c2\u52a0\u3057\u305f\u30b9\u30bf\u30c3\u30d5\u3082\u300c\u793e\u5185\u3067\u5171\u6709\u3057\u3066\u3082\u30c0\u30fc\u30af\u30d1\u30bf\u30fc\u30f3\u306b\u306a\u3089\u306a\u3044\u3088\u3046\u306b\u3002\u300d\u305d\u306e\u3042\u305f\u308a\u304c\u96e3\u3057\u3044\u3068\u3044\u3046\u611f\u60f3\u3092\u6b8b\u3057\u3066\u3044\u307e\u3057\u305f\u304c\u3001\u305d\u306e\u3042\u305f\u308a\u306e\u30b8\u30e3\u30c3\u30b8\u30e1\u30f3\u30c8\u304c\u308f\u304b\u3063\u3066\u3044\u3066\u3084\u308b\u306e\u304b\u3001\u6b63\u3057\u3044\u30b8\u30e3\u30c3\u30b8\u304c\u3067\u304d\u305a\u7d50\u679c\u3068\u3057\u3066\u99c4\u76ee\u306a\u3082\u306e\u306b\u3057\u3066\u3044\u306a\u3044\u304b\uff1f\u3067\u5dee\u304c\u751f\u307e\u308c\u308b\u3068\u3053\u308d\u3060\u3068\u611f\u3058\u307e\u3057\u305f\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u30c6\u30b9\u30c8\u3068\u30b8\u30e3\u30c3\u30b8\u30e1\u30f3\u30c8<\/h3>\n\n\n\n<p>\u30b8\u30e3\u30c3\u30b8\u3059\u308b\u306e\u306f\u30c6\u30b9\u30c8\u3057\u304b\u306a\u3044\u90e8\u5206\u304c\u3042\u308a\u307e\u3059\u304c\u3001\u305d\u306e\u7d50\u679c\u306e\u7406\u7531\u3092\u4eee\u8aac\u691c\u8a3c\u3059\u308b\u3053\u3068\u3082\u5927\u5207\u3067\u3059\u3002\u305d\u3046\u8a00\u3063\u305f\u610f\u5473\u3067\u57fa\u672c\u7684\u306aUX\u306e\u8003\u3048\u65b9\u304c\u3067\u304d\u306a\u3044\u3068\u6b63\u3057\u3044\u30b8\u30e3\u30c3\u30b8\u30e1\u30f3\u30c8\u304c\u3067\u304d\u306a\u3044\u3068\u8a00\u3048\u307e\u3059\u3002<\/p>\n\n\n\n<p>\u3068\u3044\u3046\u306e\u3082\u30012\u65e5\u76ee\u306e\u5b9f\u7fd2\u3067\u3046\u3061\u306e\u30b0\u30eb\u30fc\u30d7\u306f\u3001\u3068\u3063\u3066\u3082\u826f\u3044\u30a2\u30a4\u30c7\u30a3\u30a2\u304c\u4e88\u5b9a\u6642\u9593\u3088\u308a\u65e9\u304f\u307e\u3068\u307e\u308a\u7d42\u308f\u3063\u3066\u3057\u307e\u3063\u305f\u306e\u3067\u3001\u4ed6\u306e\u30a2\u30a4\u30c7\u30a3\u30a2\u306e\u3082\u306e\u3082\u5b9f\u88c5\u3057\u307e\u3057\u305f\u3002\uff12\u3064\u306e\u30a2\u30a4\u30c7\u30a3\u30a2\u306f\u3001\u3082\u3061\u308d\u3093\u3001\u59cb\u3081\u306e\u3082\u306e\u304c\u826f\u304f\u3066\u30012\u3064\u76ee\u306f\u3042\u304f\u307e\u3067\u6642\u9593\u304c\u3042\u308b\u304b\u3089\u884c\u3063\u305f\u3060\u3051\u306e\u3082\u306e\u3067\u3059\u3002<\/p>\n\n\n\n<p>\u767a\u8868\u5f8c\u3001\u8b1b\u5e2b\u306e\u30ed\u30ad\u30b7\u30fc\u304c\u3001\u300c2\u3064\u306e\u3046\u3061\u3069\u3061\u3089\u304c\u826f\u3044\u3068\u601d\u3044\u307e\u3059\u304b\uff1f\u300d\u3068\u767a\u8868\u3092\u805e\u3044\u305f\u4eba\u306b\u554f\u3044\u304b\u3051\u30c6\u30b9\u30c8\u3057\u307e\u3057\u305f\u3002<\/p>\n\n\n\n<p>\u305d\u3057\u305f\u3089\u3001\u3046\u3061\u306e\u30b0\u30eb\u30fc\u30d7\u306e\u4e2d\u306e\u4eba\u3082\u3001\u5f8c\u534a\u306e2\u756a\u76ee\u3082\u306e\u304c\u826f\u3044\u3068\u30b8\u30e3\u30c3\u30b8\u3057\u307e\u3057\u305f\u3002<\/p>\n\n\n\n<p>\u57fa\u672c\u7684\u306b\u30b8\u30e3\u30c3\u30b8\u30e1\u30f3\u30c8\u306f\u30c6\u30b9\u30c8\u306e\u7d50\u679c\u3067\u3042\u308b\u306e\u3067\u3001\u3069\u306e\u30a2\u30a4\u30c7\u30a3\u30a2\u3082\u826f\u3044\u3068\u3044\u3046\u30b9\u30bf\u30f3\u30b9\u306e\u8b1b\u5ea7\u3067\u306f\u3042\u308a\u307e\u3059\u304c\u3001\u3084\u306f\u308a\u4e00\u5b9a\u306e\u8003\u3048\u306e\u30eb\u30fc\u30eb\u304c\u3042\u308a\u307e\u3059\u3002<br>\u3082\u3061\u308d\u3093\u3001\u30ed\u30ad\u30b7\u30fc\u3082\u5148\u306e1\u756a\u76ee\u304c\u826f\u3044\u3068\u30b8\u30e3\u30c3\u30b8\u30e1\u30f3\u30c8\u3057\u307e\u3057\u305f\u3002<\/p>\n\n\n\n<p>1\u756a\u76ee\u306e\u30a2\u30a4\u30c7\u30a3\u306f\u3001\u300c\u672c\u80fd\u7684\u306b\u9078\u3093\u3067\u3057\u307e\u3046\u30c7\u30b6\u30a4\u30f3\u306e\u5b9f\u88c5\uff1d\u640d\u5931\u56de\u907f\u300d\u306e\u5929\u79e4\u304c\u3042\u3063\u305f\u5834\u5408\u3001\u4e0a\u624b\u306b\u640d\u5931\u56de\u907f\u3092\u7121\u304f\u3059\u3053\u3068\u304c\u3067\u304d\u308b\u3068\u3044\u3046\u4eca\u56de\u306e\u554f\u984c\u3092\u30b9\u30de\u30fc\u30c8\u306b\u30af\u30ea\u30a2\u3057\u3066\u3044\u307e\u3059\u3002<\/p>\n\n\n\n<p>\u3057\u304b\u3057\u30012\u756a\u76ee\u306e\u5185\u5bb9\u306f\u3001\u304a\u5ba2\u306b\u597d\u307f\u306e\u30e2\u30ce\u3092\u9078\u3070\u305b\u305f\u308a\u3059\u308b\u3082\u306e\u3067\u76f4\u611f\u7684\u3067\u306f\u306a\u3044\u3067\u3059\u3057\u3001\u4eca\u56de\u306e\u554f\u984c\u89e3\u6c7a\u306b\u76f4\u63a5\u7684\u3067\u306f\u306a\u3044\u90e8\u5206\u3082\u3042\u308a\u307e\u3057\u305f\u3002<\/p>\n\n\n\n<p>\u5b9f\u969b\u306e\u6848\u4ef6\u3067\u306f\u5ba2\u306b\u597d\u307f\u306e\u3082\u306e\u3092\u9078\u3070\u305b\u308b\u3068\u3044\u3046\u624b\u6bb5\u3082\u4f7f\u308f\u308c\u3066\u3044\u307e\u3057\u305f\u304c\u3001\u30d9\u30fc\u30b9\u304c\u3067\u304d\u3066\u3044\u3066\u30b5\u30d6\uff08\u8ffd\u52a0\uff09\u3067\u884c\u3046\u3079\u304d\u5185\u5bb9\u3067\u3042\u308b\u3053\u3068\u306f\u30d3\u30d8\u30a4\u30d3\u30a2\u30e9\u30eb\u30a8\u30b3\u30ce\u30df\u30c3\u30af\u30b9\u3092\u5b66\u3076\u3082\u306e\u3068\u3057\u3066\u5224\u65ad\u3067\u304d\u306a\u304f\u3066\u306f\u306a\u308a\u307e\u305b\u3093\u3002\u7d50\u679c\u3060\u3051\u3092\u898b\u308b\u3068\u3001\u3053\u308c\u3089\u306e\u5224\u65ad\u3092\u77e5\u308b\u3053\u3068\u306f\u3067\u304d\u306a\u3044\u3067\u3057\u3087\u3046\u3002\u53d7\u8b1b\u3059\u308b\u3053\u3068\u3067\u5f97\u3089\u308c\u305f\u77e5\u8b58\u3068\u8a00\u3048\u307e\u3059\u3002<\/p>\n\n\n\n<p>\u3053\u306e\u3042\u305f\u308a\u306f\u3001\u6b21\u306b\u7d9a\u304f\u5fdc\u7528\uff08\uff12\uff09\uff08\uff13\uff09\u3067\u30ab\u30d0\u30fc\u3067\u304d\u3066\u304f\u308c\u3070\u826f\u3044\u306e\u304b\u3082\u77e5\u308c\u307e\u305b\u3093\u3002<\/p>\n\n\n\n<h3 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