[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.21,0:00:01.30,Default,,0000,0000,0000,,♪ [音乐] ♪
Dialogue: 0,0:00:03.64,0:00:04.77,Default,,0000,0000,0000,,在经济学中
Dialogue: 0,0:00:04.77,0:00:07.78,Default,,0000,0000,0000,,你会经常听到 “边际” 这个词
Dialogue: 0,0:00:08.47,0:00:09.72,Default,,0000,0000,0000,,边际效益
Dialogue: 0,0:00:09.72,0:00:11.14,Default,,0000,0000,0000,,边际成本
Dialogue: 0,0:00:11.14,0:00:12.60,Default,,0000,0000,0000,,边际收益
Dialogue: 0,0:00:12.84,0:00:14.48,Default,,0000,0000,0000,,这样的例子不胜枚举
Dialogue: 0,0:00:14.76,0:00:16.73,Default,,0000,0000,0000,,那么经济学家认为边际是什么呢？
Dialogue: 0,0:00:16.73,0:00:18.18,Default,,0000,0000,0000,,为什么很重要呢？
Dialogue: 0,0:00:19.30,0:00:20.94,Default,,0000,0000,0000,,边际只是多一点或少一点的意思
Dialogue: 0,0:00:20.94,0:00:23.30,Default,,0000,0000,0000,,[]
Dialogue: 0,0:00:24.32,0:00:26.32,Default,,0000,0000,0000,,我们想象一下你正在看一部电影
Dialogue: 0,0:00:27.23,0:00:28.76,Default,,0000,0000,0000,,而你听不到对白
Dialogue: 0,0:00:29.06,0:00:31.22,Default,,0000,0000,0000,,你将音量稍微调高一点
Dialogue: 0,0:00:31.22,0:00:32.84,Default,,0000,0000,0000,,[来自电影的声音]
Dialogue: 0,0:00:32.84,0:00:34.06,Default,,0000,0000,0000,,你应该调高几多？
Dialogue: 0,0:00:34.39,0:00:37.51,Default,,0000,0000,0000,,嗯，这是比较增加音量的
Dialogue: 0,0:00:37.51,0:00:40.06,Default,,0000,0000,0000,,边际效益和边际成本的问题
Dialogue: 0,0:00:42.38,0:00:44.39,Default,,0000,0000,0000,,增加一格音量听起来不错
Dialogue: 0,0:00:44.64,0:00:46.78,Default,,0000,0000,0000,,现在你可以听到演员的对白
Dialogue: 0,0:00:46.78,0:00:48.15,Default,,0000,0000,0000,,[声音稍微大一点]
Dialogue: 0,0:00:48.40,0:00:49.94,Default,,0000,0000,0000,,你再增加了一格音量
Dialogue: 0,0:00:50.08,0:00:51.55,Default,,0000,0000,0000,,[声音更大]
Dialogue: 0,0:00:52.12,0:00:54.70,Default,,0000,0000,0000,,扬声器有点失真\N但你还是比较喜欢这样子
Dialogue: 0,0:00:54.99,0:00:56.24,Default,,0000,0000,0000,,[声音更大]
Dialogue: 0,0:00:57.90,0:00:58.92,Default,,0000,0000,0000,,再增加一格
Dialogue: 0,0:01:00.41,0:01:01.46,Default,,0000,0000,0000,,[声音爆炸]
Dialogue: 0,0:01:01.46,0:01:02.51,Default,,0000,0000,0000,,嗯—哦
Dialogue: 0,0:01:03.07,0:01:04.72,Default,,0000,0000,0000,,现在是动作场面
Dialogue: 0,0:01:04.72,0:01:05.84,Default,,0000,0000,0000,,太大声了
Dialogue: 0,0:01:05.84,0:01:07.50,Default,,0000,0000,0000,,你不想吵醒室友
Dialogue: 0,0:01:08.75,0:01:10.30,Default,,0000,0000,0000,,于是你降低一格
Dialogue: 0,0:01:11.01,0:01:12.01,Default,,0000,0000,0000,,[声音更小]
Dialogue: 0,0:01:12.72,0:01:13.99,Default,,0000,0000,0000,,继续这样做
Dialogue: 0,0:01:13.99,0:01:16.39,Default,,0000,0000,0000,,边际地调高调低
Dialogue: 0,0:01:16.68,0:01:19.82,Default,,0000,0000,0000,,将每一步的边际效益与边际成本进行比较
Dialogue: 0,0:01:20.23,0:01:21.62,Default,,0000,0000,0000,,[]
Dialogue: 0,0:01:22.94,0:01:24.04,Default,,0000,0000,0000,,边际的考虑意味着
Dialogue: 0,0:01:24.04,0:01:28.08,Default,,0000,0000,0000,,将下一个决策的效益与其成本进行比较
Dialogue: 0,0:01:29.11,0:01:30.92,Default,,0000,0000,0000,,要注意，边际的考虑—
Dialogue: 0,0:01:30.92,0:01:33.84,Default,,0000,0000,0000,,是达成最理想或最佳决策的一种方法或途径
Dialogue: 0,0:01:33.84,0:01:36.02,Default,,0000,0000,0000,,[]
Dialogue: 0,0:01:36.68,0:01:39.82,Default,,0000,0000,0000,,如果我问你看电影用什么音量最好
Dialogue: 0,0:01:39.82,0:01:41.52,Default,,0000,0000,0000,,你可能难以回答
Dialogue: 0,0:01:42.02,0:01:44.70,Default,,0000,0000,0000,,但如果你一直在边际上思考和行动
Dialogue: 0,0:01:45.06,0:01:46.33,Default,,0000,0000,0000,,你会到达边际收益等于边际成本—
Dialogue: 0,0:01:46.33,0:01:49.02,Default,,0000,0000,0000,,[]
Dialogue: 0,0:01:49.64,0:01:50.78,Default,,0000,0000,0000,,这是最理想的情况
Dialogue: 0,0:01:51.18,0:01:52.60,Default,,0000,0000,0000,,因此，边际思考
Dialogue: 0,0:01:52.60,0:01:55.84,Default,,0000,0000,0000,,是寻找和找到答案的一种方式
Dialogue: 0,0:01:55.84,0:01:58.37,Default,,0000,0000,0000,,否则可能会很难才找到问题的答案
Dialogue: 0,0:01:59.54,0:02:01.12,Default,,0000,0000,0000,,边际思考
Dialogue: 0,0:02:01.12,0:02:03.18,Default,,0000,0000,0000,,还告诉你一些其他重要的事情
Dialogue: 0,0:02:03.74,0:02:05.58,Default,,0000,0000,0000,,不该考虑的事情
Dialogue: 0,0:02:06.14,0:02:08.54,Default,,0000,0000,0000,,假设你经营一家小型服装店
Dialogue: 0,0:02:08.76,0:02:12.92,Default,,0000,0000,0000,,而你认为 20 世纪 70 年代即将迎来复兴
Dialogue: 0,0:02:13.68,0:02:15.04,Default,,0000,0000,0000,,我记得那些时候
Dialogue: 0,0:02:15.04,0:02:16.10,Default,,0000,0000,0000,,♪ [音乐] ♪
Dialogue: 0,0:02:16.10,0:02:19.94,Default,,0000,0000,0000,,因此你买了 100 条牛仔喇叭裤
Dialogue: 0,0:02:20.66,0:02:23.26,Default,,0000,0000,0000,,假设支付了 75 美元一条
Dialogue: 0,0:02:23.68,0:02:25.67,Default,,0000,0000,0000,,你把牛仔裤定价为 100 美元—
Dialogue: 0,0:02:26.06,0:02:30.08,Default,,0000,0000,0000,,这能够支付你的成本，包括租金和工资
Dialogue: 0,0:02:31.12,0:02:35.23,Default,,0000,0000,0000,,但不幸的是，牛仔裤卖不出去
Dialogue: 0,0:02:35.23,0:02:36.77,Default,,0000,0000,0000,,- 什么？\N- 你要做什么呢？
Dialogue: 0,0:02:37.18,0:02:38.86,Default,,0000,0000,0000,,你会考虑降价
Dialogue: 0,0:02:39.22,0:02:40.48,Default,,0000,0000,0000,,但你的会计师告诉你
Dialogue: 0,0:02:40.48,0:02:42.72,Default,,0000,0000,0000,,如果把售价降到 100 美元以下
Dialogue: 0,0:02:42.72,0:02:45.00,Default,,0000,0000,0000,,你肯定会蒙受损失
Dialogue: 0,0:02:45.44,0:02:46.61,Default,,0000,0000,0000,,[尖叫音效]
Dialogue: 0,0:02:47.72,0:02:49.99,Default,,0000,0000,0000,,幸运的是，你在高中或大学
Dialogue: 0,0:02:49.99,0:02:51.45,Default,,0000,0000,0000,,上过很好的经济学课
Dialogue: 0,0:02:51.90,0:02:54.58,Default,,0000,0000,0000,,所以你记得
Dialogue: 0,0:02:54.58,0:02:55.59,Default,,0000,0000,0000,,你为牛仔裤付的钱是无关紧要的
Dialogue: 0,0:02:56.04,0:02:57.96,Default,,0000,0000,0000,,这是沉没成本
Dialogue: 0,0:02:58.92,0:03:00.62,Default,,0000,0000,0000,,现在重要的是
Dialogue: 0,0:03:00.62,0:03:02.97,Default,,0000,0000,0000,,比较你的选项的边际效益和边际成本
Dialogue: 0,0:03:02.97,0:03:05.79,Default,,0000,0000,0000,,[]
Dialogue: 0,0:03:06.50,0:03:10.06,Default,,0000,0000,0000,,One option would be to put\Nthe jeans in storage and hope,
Dialogue: 0,0:03:10.06,0:03:12.18,Default,,0000,0000,0000,,hope they'll come back in style.
Dialogue: 0,0:03:12.52,0:03:15.46,Default,,0000,0000,0000,,Maybe you can get $100\Nper pair in the future,
Dialogue: 0,0:03:16.16,0:03:18.26,Default,,0000,0000,0000,,but you get no money now,
Dialogue: 0,0:03:18.26,0:03:20.26,Default,,0000,0000,0000,,plus you have to pay for storage.
Dialogue: 0,0:03:21.82,0:03:24.58,Default,,0000,0000,0000,,Another option is to slash prices.
Dialogue: 0,0:03:25.07,0:03:27.41,Default,,0000,0000,0000,,Sell them all now for $50 each.
Dialogue: 0,0:03:27.41,0:03:29.58,Default,,0000,0000,0000,,That lets you clear out\Nyour inventory
Dialogue: 0,0:03:29.58,0:03:31.76,Default,,0000,0000,0000,,and invest in something else.
Dialogue: 0,0:03:32.58,0:03:34.24,Default,,0000,0000,0000,,You choose option two
Dialogue: 0,0:03:34.24,0:03:36.44,Default,,0000,0000,0000,,and invest in the next big thing:
Dialogue: 0,0:03:36.85,0:03:37.100,Default,,0000,0000,0000,,leg warmers!
Dialogue: 0,0:03:39.02,0:03:41.14,Default,,0000,0000,0000,,Now, I know this sounds simple,
Dialogue: 0,0:03:41.53,0:03:44.28,Default,,0000,0000,0000,,but actually, even experienced\Nbusinesspeople --
Dialogue: 0,0:03:44.76,0:03:48.66,Default,,0000,0000,0000,,they often focus too much\Non what they paid for an item
Dialogue: 0,0:03:49.24,0:03:52.96,Default,,0000,0000,0000,,and not enough\Non their best choices right now.
Dialogue: 0,0:03:53.52,0:03:56.36,Default,,0000,0000,0000,,It's called the sunk cost,\Nor fixed cost fallacy.
Dialogue: 0,0:03:57.28,0:04:01.18,Default,,0000,0000,0000,,In fact, I snuck an example\Nof the fallacy right past you.
Dialogue: 0,0:04:01.56,0:04:02.58,Default,,0000,0000,0000,,Did you catch it?
Dialogue: 0,0:04:03.74,0:04:06.96,Default,,0000,0000,0000,,Earlier, I said you price\Nthe jeans at $100 --
Dialogue: 0,0:04:07.44,0:04:10.46,Default,,0000,0000,0000,,a price that will cover your costs,\Nincluding rent and wages.
Dialogue: 0,0:04:10.82,0:04:12.44,Default,,0000,0000,0000,,But that's also wrong.
Dialogue: 0,0:04:13.26,0:04:16.66,Default,,0000,0000,0000,,If bell-bottom jeans turn out to be\Nin huge demand, for example --
Dialogue: 0,0:04:17.30,0:04:19.60,Default,,0000,0000,0000,,then you should price them\Nfor more than $100.
Dialogue: 0,0:04:20.60,0:04:23.37,Default,,0000,0000,0000,,What you paid for the jeans\Nis irrelevant --
Dialogue: 0,0:04:24.34,0:04:27.84,Default,,0000,0000,0000,,whether your decision\Nwas a bad one or a good one.
Dialogue: 0,0:04:28.98,0:04:32.12,Default,,0000,0000,0000,,People fall prey\Nto this kind of error all the time,
Dialogue: 0,0:04:32.78,0:04:35.42,Default,,0000,0000,0000,,especially holding on\Nto past mistakes.
Dialogue: 0,0:04:36.40,0:04:39.10,Default,,0000,0000,0000,,Maybe you've been told,\N"Never give up!"
Dialogue: 0,0:04:39.83,0:04:41.80,Default,,0000,0000,0000,,Well, take the advice\Nof an economist.
Dialogue: 0,0:04:42.40,0:04:45.46,Default,,0000,0000,0000,,Sometimes giving up\Nis the smart thing to do.
Dialogue: 0,0:04:46.34,0:04:48.30,Default,,0000,0000,0000,,Is the movie\Nyou're watching boring?
Dialogue: 0,0:04:48.79,0:04:50.75,Default,,0000,0000,0000,,Well, buying the ticket\Nwas a bad decision.
Dialogue: 0,0:04:51.58,0:04:53.29,Default,,0000,0000,0000,,But that cost is sunk.
Dialogue: 0,0:04:53.29,0:04:55.14,Default,,0000,0000,0000,,Don't throw good time after bad.
Dialogue: 0,0:04:55.86,0:04:56.86,Default,,0000,0000,0000,,Walk out!
Dialogue: 0,0:04:57.51,0:05:00.86,Default,,0000,0000,0000,,No one likes to admit\Nthat they made a bad decision,
Dialogue: 0,0:05:01.56,0:05:03.72,Default,,0000,0000,0000,,and so they stay\Nin bad relationships,
Dialogue: 0,0:05:03.72,0:05:05.99,Default,,0000,0000,0000,,bad businesses, and bad careers,
Dialogue: 0,0:05:06.36,0:05:08.94,Default,,0000,0000,0000,,hoping, hoping\Nto turn things around
Dialogue: 0,0:05:09.14,0:05:13.60,Default,,0000,0000,0000,,and prove that their past decisions\Nweren't so bad after all.
Dialogue: 0,0:05:13.98,0:05:18.08,Default,,0000,0000,0000,,An economist says,\N"Ignore what you can't change.
Dialogue: 0,0:05:18.67,0:05:22.05,Default,,0000,0000,0000,,Ignore the past.\NFocus on the future."
Dialogue: 0,0:05:23.61,0:05:25.74,Default,,0000,0000,0000,,Let's summarize\Nthinking on the margin.
Dialogue: 0,0:05:26.40,0:05:29.06,Default,,0000,0000,0000,,First, think about\Na little bit more
Dialogue: 0,0:05:29.06,0:05:30.28,Default,,0000,0000,0000,,or a little bit less,
Dialogue: 0,0:05:30.46,0:05:33.10,Default,,0000,0000,0000,,and keep going\Nuntil you'll arrive at a point
Dialogue: 0,0:05:33.38,0:05:36.55,Default,,0000,0000,0000,,where the marginal benefits\Nequal the marginal costs.
Dialogue: 0,0:05:37.12,0:05:38.28,Default,,0000,0000,0000,,That's the optimum.
Dialogue: 0,0:05:38.61,0:05:40.94,Default,,0000,0000,0000,,Second, when making a choice,
Dialogue: 0,0:05:41.46,0:05:44.30,Default,,0000,0000,0000,,only think about\Nthe costs and benefits
Dialogue: 0,0:05:44.30,0:05:47.06,Default,,0000,0000,0000,,that change with that choice.
Dialogue: 0,0:05:47.98,0:05:49.70,Default,,0000,0000,0000,,Ignore sunk costs.
Dialogue: 0,0:05:50.38,0:05:51.63,Default,,0000,0000,0000,,Thinking on the margin --
Dialogue: 0,0:05:51.63,0:05:52.64,Default,,0000,0000,0000,,it's useful,
Dialogue: 0,0:05:53.05,0:05:55.04,Default,,0000,0000,0000,,and not just for Economics classes.
Dialogue: 0,0:05:55.84,0:05:58.02,Default,,0000,0000,0000,,But if you are teaching\Nan Economics class,
Dialogue: 0,0:05:58.34,0:06:01.58,Default,,0000,0000,0000,,check out our free unit plan\Nthat incorporates this video.
Dialogue: 0,0:06:02.06,0:06:05.72,Default,,0000,0000,0000,,I promise, the marginal benefit\Nwill exceed the marginal cost.
Dialogue: 0,0:06:06.46,0:06:08.38,Default,,0000,0000,0000,,And if you're ready\Nto test yourself,
Dialogue: 0,0:06:08.59,0:06:10.22,Default,,0000,0000,0000,,check out our practice questions.
Dialogue: 0,0:06:11.18,0:06:14.30,Default,,0000,0000,0000,,Finally, if you're ready\Nfor more microeconomics,
Dialogue: 0,0:06:14.95,0:06:16.44,Default,,0000,0000,0000,,click for the next video.
Dialogue: 0,0:06:16.44,0:06:17.71,Default,,0000,0000,0000,,♪ [music] ♪