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�쓽�궗寃곗젙�쓽 �옄湲곕컻寃ъ쟻 �젒洹쇰갑踰�
紐⑹감
�쓽�궗寃곗젙�쓽 �옄湲곕컻寃ъ쟻 �젒洹쇰갑踰�
I. �씠�슜媛��뒫�꽦
II. ����몴�꽦
III. 湲곗���꽕�젙 諛� 議곗젙
李멸퀬臾명뿄
�쓽�궗寃곗젙�쓽 �옄湲곕컻寃ъ쟻 �젒洹쇰갑踰�
�옄湲� 諛쒓껄�쟻 �젒洹쇰갑踰뺤�� �떚踰꾩뒪�궎��� 移대꽕留�(Amos Tversky and Daniel Kahneman)�씠 �쓽�궗寃곗젙怨쇱젙�뿉 �떖由ы븰�쓽 �젙蹂댁쿂由ъ씠濡좎쓣 �쟻�슜�븯�뿬 Simon�쓽 �젣�븳�쟻 �빀由ъ꽦媛쒕뀗�쓣 �솗�옣�븯�뿬 �꽕紐낇븳 寃껋씠�떎.
�씠 �젒洹쇰갑踰뺤뿉 �쓽�븯硫� �쓽�궗寃곗젙�옄�뒗 �쓽�궗寃곗젙�쓣 �떒�닚�솕�븯湲� �쐞�븯�뿬 �옄湲� 諛쒓껄�쟻 �썝由�(heuristic principles)�굹 二쇰㉨援ш뎄�떇 �뙋�떒(rules of thumb)�뿉 �쓽議댄븳�떎�뒗 寃껋씠�떎.
�씠寃껋�� �쓽�궗寃곗젙怨쇱젙�뿉 愿��븳 援ъ껜�쟻 湲곕쾿�씠湲곕낫�떎�뒗 �쓽�궗寃곗젙怨쇱젙�뿉 �엳�뼱�꽌 �쓽�궗寃곗젙�옄�쓽 �떖由ъ쟻 �썝由щ�� �꽕紐낇븳 寃껋씠�떎.
�옄湲� 諛쒓껄�쟻 �썝由ъ뿉�뒗 �씠�슜 媛��뒫�꽦(availability), ����몴�꽦(representativeness), 湲곗���꽕�젙 諛� 議곗젙(anchoring and
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