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Richard H. Thaler
????	12 ??????? 1945 (?? 78) ; ???? ?????' , ????? ?????
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???? ???????	?????????? ???'??? ( 1970 ) ; ?????????? ???'??? ( 1974 ) ; ?????????? ???? ????? ????? ; ??????? ?????? ;
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??????	?????????? ????? ( 1995 ) ; ??? ???? ?????? MIT ????? ; ????? ????????? ?? ???'???? ; ?????????? ???? ???? ;
????? ??????	??? ?????? ??????? ( 2014 ) ; ??? ???? ?????? ( 2017 ) ; ???? ????? ??????????? ( 2012 ) ; Clarivate Citation Laureates ( 2002 ) ; ???? ??????? ????????? ???????? ??????? ;

?????? ?' ?'???? (? ?????? : Richard H. Thaler ; ???? ?- 12 ??????? 1945 ) ??? ????? ????? - ??????? ?????? ???? ?????? ?????????? . ???? ??? ???? ?????? ???? 2017. ???? ? ??????? ???? ???? ? ????? ????? ?? ?????????? ????? .

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?- 1967 ???? ???? ????? ? ?????????? ???? ????? ????? , ?- 1970 ???? ???? ??? ? ?????????? ???'??? , ??- 1974 ???? ???? ?????? ??????????? ???'???. ?? ????????, ??????? "The Value of Saving A Life: A Market Estimate", ????? ??????? ?????? ???? .

? ???? ??????? ???? ? ?????????? ????? . ????? ???? ???? ???? ??? Journal of Economic Perspectives ??? ??? ???????? ("Anomalities") ?? ???? ??????? ??????????? ??????? ???????? ??????. ???? ?'???? ??? ??? ???? ???? ? ???? ????? ? ?????????? ????? ?? ??? ???? ???? ????? ???? ???? ??????? .

?'???? ??? ???? ????? ????? ??? ??????, ??? "Quasi-rational Economics", ?????? ?? ???? ?? ????????? ?????? ?-"The Winner's Curse"‏ (1994) ?? ???? ???? ???????? ??????? ???? ????? ???? ???????. ????? ??????? ????? ???? ?????? ??? Toward a Positive Theory of Consumer Choice ?-1980. ???? ????? ???? ????? ?? ???? ??? ???? ?????? ???????? ???? ?????? ? ????? ????? , ????? ?? ?????? ???? ??????.

?'???? ??? ?? ????? " ???????? ????? " (Mental accounting), ??? ???? ????? ?? ???? ?? ??????? ?????? ??????? ?? ???? ?????? ??????? . ???? ?? ????? ?????? ?? ????????? ?????? ???? ????? ??????? ????? ????? ?????? ?????? ?????? ?? ?????, ???? ???? ???? ????. ?'???? ????? ??? ????? ?????? ? ????? ????? . ????? ?????? ??? ????? ?????? ?????? ?? ??????? ??? ??? ????? ???? ????? ; ????? ????? (deal) ??? ????? ?????? ?????? ?? ??????? ??? ????? ????? ???? ????? ???????? ?????. ????? ?????? ??? ????????, ???? ?????? ????? ??? ?????. ^[1] ?'???? ??? ?? ??????? "????? ??????" (Endowment effect), ????? ?????? ?? ??? ????? ????? ?????? ???? ?? ??? ????? ??? ??? ????, ?? ???? ??? ??? ???? ????? ????. ????? ????? ???? ????? ?'???? ??? ?????? ??????? ??????. ??? ??? ??????? ???? ????? ?? ??? ??? ?????? ????? ???? ????? ????? ??? ?????, ?? ?? ??????? ???. ^[2] ????? ??, ????? ???? ???? ????? ??? ?? ??????? ????? ????? , ?? ?'???? ?????? ??????? ??????? ??????? ?? ????? ????? . ?'???? ??? ????? ?? ????? ????? ??? ????? ??????? ???????? ???? ?? ?? ?????? ????? ???? ?? ????? ???? ?? ????? ?????? ?? ????? ???????, ????? ?? ???? ?????? ?? ??? ????? ??? ???? ??? ?? ?????? ?????? ???? ??????????. ^[3]

???? ?? ?? ???? ?? ???? ??? ???? ???? ?????? ????? ???????? ? ????? , ????? ???? ??? ?? ?????? ??????? ??? "Save More Tomorrow", ??? ??? ?????? ????? ????? ??? ???? ???? ????????? ????????.

?-????? 2008 ???? ??? ?? ?????? ??? ???????? ???, ?????? ??? ?????? ????? ????? ? ????? ?????????? , ??? " Nudge " ("?????? ????"), ?? ???? ????, Nudge: Improving Decisions about Health, Wealth, and Happiness, ????? ???? ????? ???????? ???????? ??????? ?????? ????? ????? ???? ?????? ??????? ???? ???? ????-??? ???? ?? ??? "?????" ?? ?????? ?????? ?? ?????? ?????? ??????? ?????. ???? ??? ???? ?????? ???? 2019 ? ????? ???.

?'???? ???? ?? ???? ???? " ????? ???? " ???? ? ???? ????????? .

?- 2017 ??? ? ??? ???? ?????? ?? ?????? ? ????? ????????? . ^[4]

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??? ?? ???????: ????? ????????? ?? ?????? ?????????? (Misbehaving) ?????: ??? ??-??? , ????? ??? , 2019.
?????? ???? Nudge (?? ??? ???????? ), ????? ???, 2020

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????? ????? ???????, ?????????, ??????, ????: ???? ?????? , ?????: ??? ??-??? , ????: ?????????? ???? ????????: ??? ????? ???? , 2005.
????? ?????, ????? ???, ????? ??? , ?????: ??? ???-????? ?????? ???, ?????: ??? ??-???, ????? ??? ?????? ????? ???? , 2013.

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^ Thaler, R. (1985). Mental accounting and consumer choice . Marketing Science, 4, 199-214.
^ ??? ?????, ? ???'?? ?'???? ??????????? ????? ??? ???? ???? ?????? , ???? ????? , 9 ???????? 2017
^ Thaler, Richard (2020-05-20). "The Law of Supply and Demand Isn't Fair" . The New York Times (??????? ????????). ISSN 0362-4331 . ???? ?- 2020-07-13 .
^ ????? ?????????, ? ???? ??? ???? ??????: "???? ?????? ????? ?????? ????????????" , ???? ??? ??????? ???? ????? , 10 ????????
^ Richard Thaler, who recognized the humanity in economics, wins Nobel Prize , JTA , October 9, 2017.

[1] Thaler, R. (1985). Mental accounting and consumer choice . Marketing Science, 4, 199-214.

[2] ??? ?????, ? ???'?? ?'???? ??????????? ????? ??? ???? ???? ?????? , ???? ????? , 9 ???????? 2017

[3] Thaler, Richard (2020-05-20). "The Law of Supply and Demand Isn't Fair" . The New York Times (??????? ????????). ISSN 0362-4331 . ???? ?- 2020-07-13 .

[4] ????? ?????????, ? ???? ??? ???? ??????: "???? ?????? ????? ?????? ????????????" , ???? ??? ??????? ???? ????? , 10 ????????

[5] Richard Thaler, who recognized the humanity in economics, wins Nobel Prize , JTA , October 9, 2017.

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[2]

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1969?1975	???? , ??????? (1969) ? ???????? (1970) ? ????? (1971) ? ???? , ??? (1972) ? ??????? (1973) ? ?????? , ????? (1974) ? ?????????' , ??????? (1975)
1976?2000	?????? (1976) ? ????? , ??? (1977) ? ?????? (1978) ? ???? , ????? (1979) ? ????? (1980) ? ????? (1981) ? ?????? (1982) ???? (1983) ? ???? (1984) ? ????????? (1985) ? ?????? (1986) ? ???? (1987) ? ??? (1988) ? ?????? (1989) ? ??????? , ???? , ???? (1990) ? ??? (1991) ? ??? (1992) ? ???? , ????' (1993) ? ????? , ??? , ???? (1994) ? ????? (1995) ? ?????? , ????? (1996) ? ????? , ???? (1997) ? ?? (1998) ? ???? (1999) ? ???? , ?????? (2000)
2001 ?????	?????? , ???? , ??????? (2001) ? ????? , ????' (2002) ? ???? , ??????'? (2003) ? ?????? , ?????? (2004) ? ???? , ????? (2005) ? ???? (2006) ? ??????? , ????? , ??????? (2007) ? ?????? (2008) ? ??????? , ????????? (2009) ? ??????? , ??????? , ??????? (2010) ? ???? , ???'?? (2011) ? ??? , ???? (2012) ? ???? , ???? , ???? (2013) ? ????? (2014) ? ????? (2015) ? ???? , ????????? (2016) ? ?'???? (2017) ? ???????? , ???? (2018) ? ???? , ?????'? , ????? (2019) ? ??????? , ?????? (2020) ? ?????? , ??????? , ???? (2021) ? ?????? , ??????? , ??????? (2022)