牛奶可乐经济学读后感

牛奶可乐经济学读后感 Book Report -----Milk Cola economics In this book, Professor Frank starts from the phenomenon of the reality which is quite common but easily overlooked, proposing a series of seemingly simple but actually hard questions to fully mobilize the reader's curiosity and psychological knowledge. For example, why milk is arranged in a square box, while cola is arranged in the circle bottle? Why the best-selling book is often discounted, while popular movie never be discounted? Why drinking a cup of water in the bars needs a high price, but salted peanuts are free to ask for? Why enterprises reward employees for luxury cars rather than equivalent cash? Then, it applies the principles and methods of economics to explain. In that case, it not only helps us see the great wisdom of life which is behind the phenomenon, but also deepens our understanding of economics though life ubiquitous phenomenon. The book describes two most important and basic economic concepts: the opportunity cost and the cost benefit principle. Opportunity cost is defined as engaged in a certain activity and giving up other things of value; Cost benefit principle means only when additional income is greater than the additional cost of action brings, something is worth doing. It is the source of all concepts in economics. For example, why milk must be packed in boxes while cola should be installed in a circle bottle? I think the vast majority of people do not pay attention to this question. The answer in this book is: the difference of the products. Milk mostly placed in freezer preservation, so if it is round, it will reduce the utilization rate of refrigerator; coke needn’t preservation, so this problem does not exist. These examples are very familiar with us, penetrating into every corner of life. I see many examples which agree with life without prior without previous consultation in this book, which has deepened my understanding of many of economics. A correct principle is not just applicable in a field, or a hand. Take cost benefit principle as an example. This is seemingly simple, but it’s not only the basis for scientific decision-making capacity, but the foundation and the core of the economics. This book also introduces behavioral economics, namely put the psychology into economics. Economic theory is objective, nature is rational. However, the subject and object of using the economics are the subjective, so it is inevitably influenced by the psychological sense. As a result, when making decisions, people sometimes rely on the wrong information, or draw wrong conclusions from correct information. This is what we need to restrain and avoid. However, everything has two sides, the psychological is the same. To seize people's mental weakness, or to hit on what one likes, will bring great and imaginative benefits. Behavioral economics tells us, if we want to understand people’s actual choices in the economic activity, we need to do more detailed analysis about human motivation. During the fun, relaxed and happy reading, imperceptibly, I get a preliminary understanding of the principles of economics and understand a lot of wisdom of life. It helps me learn to think more deeply about the things around us in using economic means and views, and live more rationally. After reading Milk Cola economics, I understand that when dealing with complex problems, we can not be blinded with the pheromone that problems show. We need to see the essence of the problems. From my point of view, milk Cola economics is an economic book with common problems of the life. It has aroused our consideration of the enthusiasm and interest in economics. Starting from the book, we always find the shadow of economics in our daily life. Although not everyone is an economist, at least we can be more active and serious to think, and apply the thinking to life.