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♪ [音乐] ♪

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在经济学中

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你会经常听到 “边际” 这个词

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边际效益

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边际成本

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边际效益

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这样的例子不胜枚举

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那么经济学家认为边际是什么呢？

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为什么很重要呢？

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边际只是多一点或少一点的意思

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我们想象一下你正在看一部电影

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而你听不到对白

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你将音量稍微调高一点

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[来自电影的声音]

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你应该调高几多？

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嗯，这是比较增加音量的

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边际效益和边际成本的问题

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增加一格音量听起来不错

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现在你可以听到演员的对白

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[声音稍微大一点]

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你再增加一格音量

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[声音更大]

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扬声器有点失真
但你还是比较喜欢这样子

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[声音更大]

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再增加一格

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[声音爆炸]

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嗯—哦

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现在是动作场面

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太大声了

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你不想吵醒室友

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于是你调低一格

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[声音更小]

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继续这样做

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边际地调高调低

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将每一步的边际效益与边际成本进行比较

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边际的考虑意味着

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将下一个决策的效益与其成本进行比较

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要注意，边际思考—

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是达成最理想或最佳决策的一种方法或途径

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如果我问你看电影用什么音量最好

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你可能难以回答

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但如果你一直在边际上思考和行动

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你会到达边际效益等于边际成本—

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这是最理想的情况

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因此，边际思考

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是寻找和得到答案的一种方式

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否则可能会很难才找到问题的答案

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边际思考

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还告诉你一些其他重要的事情

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不该考虑的事情

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假设你经营一家小型服装店

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而你认为 20 世纪 70 年代即将迎来复兴

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我记得那些时候

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♪ [音乐] ♪

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因此你买了 100 条牛仔喇叭裤

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假设支付了 75 美元一条

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你把牛仔裤定价为 100 美元—

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这能够支付你的成本，包括租金和工资

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但不幸的是，牛仔裤卖不出去

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- 什么？
- 你要做什么呢？

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你会考虑降价

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但你的会计师告诉你

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如果把售价降到 100 美元以下

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你肯定会蒙受损失

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[尖叫音效]

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幸运的是，你在高中或大学

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上过很好的经济学课

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所以你记得

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你为牛仔裤付的价格是无关紧要的

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这是沉没成本

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现在重要的是

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比较你的选项的边际效益和边际成本

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一种选择是将牛仔裤存放起来

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并希望牛仔喇叭裤重新流行

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或许以后可以卖到100美元一条

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但现在你没有资金

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还要必须支付仓储费

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另一种选择是大幅降价

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现在全部以 50 美元一条出售

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这可以让你清理库存

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并将资金投资在其他地方

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你选择选项二

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并投资下一件备受追捧的潮流之物

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暖腿袜套

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现在，我知道这听起来很简单

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事实上，即使是经验丰富的商人

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往往过于关注某件商品的进货价格

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而没有足够关注当前的最佳选择

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这被称为沉没成本或固定成本谬误

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事实上，我给你们举了个有关谬误的例子

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懂了吗？

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早些时候，我说过你把这条牛仔裤
定价为 100 美元—

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这价格足够支付你的成本
包括租金和工资

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但这也是错的

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例如，如果牛仔喇叭裤的需求量很大—

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那么你的定价应该超过 100 美元

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这条牛仔裤的进货价格无关紧要—

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无论你的决定是坏的还是好的

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人们总是容易犯这样的错误

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尤其是坚持过去的错误

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也许有人告诉过你，“永不放弃！”

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好吧，听听经济学家的建议

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有时放弃是明智之举

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你正在看的电影沉闷吗？

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好吧，买票是一个错误的决定

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但这是沉没成本

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不要把时间投入到无底洞

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离场！

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没有人愿意承认做了一个错误的决定

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所以一直维持糟糕的人际关系

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糟糕的生意和糟糕的职业生涯中

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希望能够扭转局面

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证明自己过去的决定并不是那么糟糕

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一位经济学家说：＂忽视那些无法改变的事情

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忽视过去，着眼于未来”

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让我们总结一下边际思考

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首先，考虑一下多一点

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还是少一点

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继续下去

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直到达到边际效益等于边际成本

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这就是最理想的

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其次，在做出选择的时候

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只需考虑随该选择而变化的成本和效益

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忽视沉没成本

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边际思考—

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这很有用

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不仅是经济学课程

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但如果你正在教经济学课

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查看包含此视频的免费单元计划

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我保证，边际效益将超过边际成本

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如果你准备好做测验

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查看我们的练习题

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最后，如果你准备好学习更多微观经济学

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单击观看下一个视频

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♪ [音乐] ♪