Research On Urban Family Education Investment From The Perspective Of Behavioral Economics

Family education investment as an important part of education investment in China,a direct impact on people for education evaluation and recognition.At present our country family based on the pursuit of high quality education resources,generally increase the education investment,appeared in the traditional economic theory and method cannot explain and avoid the phenomenon,such as more than family bear ability of education investment,regardless of the risk,transfer the education responsibility of education investment,investment way of knowing is invalid input and eventually lead to problems such as wasting.These problems affect the living standard of the family,but also to some extent hindered the healthy development of children.Compared to traditional economics under the assumption of strict scientific reasoning,behavioral economics a grasp of the psychological characteristics of behavior person,more practical in economic behavior analysis of the specific life practice.Based on its advantages,from the perspective of behavioral economics,this study through interview investigation,data analysis,microscopic test methods such as the phenomena that exist in the present urban family education investment to comb and issues.Using the frame of reference of behavioral economics theory,prospect theory and mental account theory,sunk costs and other related theory to analyze the city to the parents' family education at the present stage in China investment psychology and specific operation,to the real urban family education into many problems found in the rational explanation,and puts forward corresponding measures to avoid.The study found that families in the education investment,the selection of reference frame has strong subjectivity,if want to avoid creating attribution bias,should choose relatively stable factors as investment motive reference information;On forecasts about the prospect,parents will generally put the whole education in long-term process is divided into many short term investment,increase the uncertainty of education investment decisions,but not with long-term prospects analysis to the risk of smooth,can be predicted by the parent in subjective adjustment or control the risk from the macro level,shortening the period of education;In the process of specific family education investment,pta based on aversion to stick to complete input to the sunk cost planning,but to a certain extent,this is waste phenomenon is the main cause of education,in the face of sunk cost,appropriate to give up means stop;For parents to spontaneously give education into high rights and interests of the high priority degree of mental accounts,build a virtual analysis account for most properly into the feasibility of the plan before.