购物车里有 80 元的必需品，页面提示“满 100 减 10”。为了不让优惠从眼前消失，很多人会顺手加一件 20 元的东西。结账时，账单从 80 元变成 90 元：优惠确实拿到了，实际支出也多了 10 元。
这背后有一个经典概念：损失厌恶。前景理论指出，人们常常以相对参照点的变化来评价结果，而且损失一侧的心理价值曲线通常比收益一侧更陡。于是，“少拿 10 元优惠”的感觉，可能压过“多花 20 元”的账面提醒。
下次凑单前先问一句：如果页面没有这张优惠券，我还会为这件东西付 20 元吗？答案如果是否定的，把优惠拿掉再算一次总支出。
来源：
- Tversky, Amos & Daniel Kahneman. “Prospect Theory: An Analysis of Decision under Risk.” Econometrica, 1979. [https://www.[econometricsociety.org/publications/econometrica/1979/03/01/prospect-theory-analysis-decision-under-risk](https://www.econometricsociety.org/publications/econometrica/1979/03/01/prospect-theory-analysis-decision-under-risk)](https://econometricsociety.org/publications/econometrica/1979/03/01/prospect-theory-analysis-decision-under-risk](https://www.econometricsociety.org/publications/econometrica/1979/03/01/prospect-theory-analysis-decision-under-risk))
- Columbia University Mailman School of Public Health. “Global Study Confirms Influential Theory Behind Loss Aversion.” 2020. [https://www.[publichealth.columbia.edu/news/global-study-confirms-influential-theory-behind-loss-aversion](https://www.publichealth.columbia.edu/news/global-study-confirms-influential-theory-behind-loss-aversion)](https://publichealth.columbia.edu/news/global-study-confirms-influential-theory-behind-loss-aversion](https://www.publichealth.columbia.edu/news/global-study-confirms-influential-theory-behind-loss-aversion))
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