Your Money and Your Brain.pdf

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1、YourMoneyandYourBrainHowtheNewScienceofNeuroeconomicsCanHelpMakeYouRichJasonZweigSimon&SchusterNewYorkLondonTorontoSydneySIMON&SCHUSTERRockefellerCenter1230AvenueoftheAmericasNewYork,NY10020Copyright©2007byJasonZweigAllrightsreserved,includingtherightofreproductioninwholeorinpartinanyform.SIMO

2、N&SCHUSTERandcolophonareregisteredtrademarksofSimon&Schuster,Inc.Zweig,Jason.Yourmoneyandyourbrain:howthenewscienceofneuroeconomicscanhelpmakeyourich/JasonZweig.p.cm.Includesbibliographicreferences.1.Investments—Psychologicalaspects.2.Finance—Decisionmaking.3.Neuroeconomics.HG4515.15.Z84200733

3、2.601'9—dc222006100986ISBN-13:978-1-4165-3979-7ISBN-10:1-4165-3979-4VisitusontheWorldWideWeb:Стр.1из193http://www.SimonSays.comFormywife,whodidtherealworkwithloveandgraceContentsChapterOneNeuroeconomicsChapterTwo"Thinking"and"Feeling"ChapterThreeGreedChapterFourPredictionChapterFiveConfidenceC

4、hapterSixRiskChapterSevenFearChapterEightSurpriseChapterNineRegretChapterTenHappinessAppendicesNotesAcknowledgmentsPhotographicInsertСтр.2из193CHAPTERONENeuroeconomicsBRAIN,n.Anapparatuswithwhichwethinkthatwethink.—AmbroseBierce"HOWCOULDIHAVEBEENSUCHANIDIOT?"IFYOU'VEneveryelledthatsentenceatyo

5、urselfinafury,you'renotaninvestor.Theremaybenothingacrosstheentirespectrumofhumanendeavorthatmakessomanysmartpeoplefeelsostupidasinvestingdoes.That'swhyI'vesetouttoexplain,intermsanyinvestorcanunderstand,whatgoesoninsideyourbrainwhenyoumakedecisionsaboutmoney.Togetthebestuseoutofanytoolormachi

6、ne,ithelpstoknowatleastalittleabouthowitworks;youwillnevermaximizeyourwealthunlessyoucanoptimizeyourmind.Fortunately,overthepastfewyears,scientistshavemadestunningdiscoveriesaboutthewaysthehumanbrainevaluatesrewards,sizesuprisks,andcalculatesprobabilities.Withthewondersofimagingtechnology,weca

7、nnowobservethepreciseneuralcircuitrythatswitchesonandoffinyourbrainwhenyouinvest.I'vebeenafinancialjournalistsince1987,andnothingI'veeverlearnedaboutinvestinghasexcitedmeСтр.3из193morethanthespectacularfindingsemergingfromthestudyof"neu