Taylor's three laws 1. replace(. ,sciencify()) 노동 각 요소에 적용할 과학적 방법을 개발해 과거의 주먹구구식 방식을 대체 2. edu(sel()) 과학적 원칙에 입각해 노동자들을 선발, 교육 3. voluntarize() 과학적 원칙을 상호 공감 brain, https://docs.google.com/document/d/1jAQNWOkdJQC4qycKDXL5UQUMiudlWYhLBoIbX2b_D60/edit#heading=h.r9c9w3ky1i8j ### 1 Choices, Values, and Frames Daniel Kahneman and Amos Tversky PART ONE. PROSPECT THEORY AND EXTENSIONS 2 Prospect Theory: An Analysis of Decision under Risk 3 Advances in Prospect Theory: Cumulative Representation of Uncertainty PART TWO. THE UNCERTAINTY EFFECT AND THE WEIGHTING FUNCTION 4 Compound Invariant Weighting Functions in Prospect Theory 5 Weighing Risk and Uncertainty 6 A Belief-Based Account of Decision under Uncertainty PART THREE. LOSS AVERSION AND THE VALUE FUNCTION 7 Loss Aversion in Riskless Choice: A Reference-Dependent Model Amos Tversky and Daniel Kahneman 8 Anomalies: The Endowment Effect, Loss Aversion, and Status Quo Bias 9 The Endowment Effect and Evidence of Nonreversible Indifference Curves 10 A Test of the Theory of Reference-Dependent Preferences 11 Diminishing Marginal Utility of Wealth Cannot Explain Risk Aversion PART FOUR. FRAMING AND MENTAL ACCOUNTING 12 Rational Choice and the Framing of Decisions 13 Framing, Probability Distortions, and Insurance Decisions 14 Mental Accounting Matters PART FIVE. APPLICATIONS 15 Toward a Positive Theory of Consumer Choice 16 Prospect Theory in the Wild: Evidence from the Field 17 Myopic Loss Aversion and the Equity Premium Puzzle 18 Fairness as a Constraint on Profit Seeking: Entitlements in the Market 19 Money Illusion 20 Labor Supply of New York City Cab Drivers: One Day at a Time 21 Are Investors Reluctant to Realize Their Losses? 22 Timid Choices and Bold Forecasts: A Cognitive Perspective on Risk Taking 23 Overconfidence and Excess Entry: An Experimental Approach 24 Judicial Choice and Disparities between Measures of Economic Values 25 Contrasting Rational and Psychological Analyses of Political Choice 26 Conflict Resolution: A Cognitive Perspective PART SIX. THE MULTIPLICITY OF VALUE: REVERSALS OF PREFERENCE 27 The Construction of Preference 28 Contingent Weighting in Judgment and Choice 29 Context-Dependent Preferences Amos Tversky and Itamar Simonson 30 Ambiguity Aversion and Comparative Ignorance 31 Attribute Evaluability: Its Implications for Joint–Separate Evaluation Reversals and Beyond PART SEVEN. CHOICE OVER TIME 32 Preferences for Sequences of Outcomes 33 Anomalies in Intertemporal Choice: Evidence and an Interpretation PART EIGHT. ALTERNATIVE CONCEPTIONS OF VALUE 34 Reason-Based Choice 35 Value Elicitation: Is There Anything in There? 36 Economic Preferences or Attitude Expressions? An Analysis of Dollar Responses to Public Issues PART NINE. EXPERIENCED UTILITY AND OBJECTIVE HAPPINESS 37 Experienced Utility and Objective Happiness: A Moment-Based Approach 38 Evaluation by Moments: Past and Future Daniel Kahneman 39 Endowments and Contrast in Judgments of Well-Being 40 A Bias in the Prediction of Tastes 41 The Effect of Purchase Quantity and Timing on Variety-Seeking Behavior 42 New Challenges to the Rationality Assumption