Bu y\u0131l Nobel \u0130ktisat \u00d6d\u00fcl\u00fc, psikoloji ve ekonomi alan\u0131nda bir k\u00f6pr\u00fc kuran Amerikal\u0131 iktisat\u00e7\u0131 Richard Thaler\u2019e gitti. Thaler, i\u00e7imizdeki \u201ctuza\u011fa d\u00fc\u015fen\u201d zihinsel \u00e7ekmeceleri kar\u0131\u015ft\u0131rarak \u201cpazarlama\u201d deneyimlerini de anla\u015f\u0131labilir k\u0131l\u0131yor. Ya da sat\u0131c\u0131lar\u0131n, bizim irrasyonel a\u00e7\u0131lar\u0131m\u0131z\u0131 ke\u015ffedip bunun avantaj\u0131n\u0131 kullanmas\u0131n\u0131. \u00d6rnek mi? \u201c\u00dc\u00e7 al iki \u00f6de\u201d kampanyalar\u0131, bizde nas\u0131l bir kazan\u00e7 hissi olu\u015fturuyor? NEW Scientist dergisinde okumu\u015ftum; 90\u2019l\u0131 y\u0131llar\u0131n sonunda Amsterdam Schipol Havaliman\u0131\u2019nda y\u00f6netim maliyetlerin \u00e7ok artt\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcr.<\/p>