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I am Dan Ariely, a (b ) (e ), who studies economic decision making.
behavioral 行動的な
economist 倹約家
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One day while (b ) the Internet, I (s ) on the following (a ) in an economic magazine.
browsing (browse) (ネットを)閲覧する
stumbled
stumble on ~につまずく
advertisement 広告
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The first offer- an internet (s ) for $59- seemed (r ).
subscription 購読(サブスク)
reasonable 合理的な
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The second (o ) - a $125 print subscription - seemed a bit expensive.
option 選択(オプション)
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However, (r ) to the print-only option, the print-and-internet option looks clearly better.
relative
relative to ~に対して
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When I gave these options to 100 college students, they chose ( ) (f ):
as follows 以下の通りである
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They all saw the (a ) in the print-and-internet offer over the print-only offer.
advantage 利点
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Were they influenced by the (p ) of the print-only option, which I call the "(d )"?
presence 存在
decoy おとり
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In (o ) (w ), (s ) that I removed the decoy so that the choices would be....
other words
In other words つまり
suppose 思う
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Would the students (r ) as before?
respond 応答する
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( ) ( ), the option I took out was that no one chose, so it should make no difference.
After all 結局
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( ) ( ) (c ), this time, 68 students chose the internet-only option for $59.
On the contrary それどころか
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What could have (p ) changed their minds?
possibly もしかすると
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It was the decoy that made them choose (d ).
differently 違う
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This is not only (i 1 ) (p ) (i 1 ) decision making caused by (r ).
irrational 不合理な
predictably 予想通り
relativity 相対性理論
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...if you buy two pairs of socks, you get a third pair ( ) (f ).
for free 無料で
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You ( ) ( ) buying socks of the different kind, the one you didn't choose first.
end up
end up 動詞ing 最後にはやってしまう
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Zero is an (e ) hot (b ) - a source of irrational (e )
emotional 感情的
button ボタン
excitement 興奮
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...and offered two kinds of chocolates-high (q ) and (o ) ones.
quality 品質
ordinary 一般の
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There was a large sign, "One kind of chocolate (p ) customer."
per ~につき
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Our customers acted with a ( ) ( ) of (r ): ....
good deal
a good deal of かなりの
rationality 合理性
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Some 69% of customers chose the "FREE!" chocolates, while those choosing the other (d ) to 31%.
decreased (decrease) 減る
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What was (g ) ( ) here?
going on (go on) 続ける
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According to economic (t ), lowering the price should not lead to any change since nothing had changed ( ) (r ) (t ).
theory 理論
in relative terms 相対的な意味でy
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Yet people grabbed the ordinary chocolates, not because of a (c -b ) (a ), but (s ) because of....
cost-benefit 費用対効果
analysis 分析
simply 単に
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The examples above describe hidden forces, such as relativity and (e ).
emotions 感情
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....our (i ) happens the same way, again and again.
irrationality 不合理
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...for improving our decision making and (c ) the way we live ( ) ( ) (b ).
changing / for the better
change A for the better Aをよりよいものに変える
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