ΰ Ƴ â ϱ? ϴ Ƽ θհ ʸ 严 õؿ Ǯ ̴ . ɸ, ǻͰ, κ, ȭ, ġ, η 캸鼭 ۵ϰ 뵵 ˾ƺ ΰ ϰ ÿ ˾ƺ. κ ڽ ƴ ͺ ȴٴ ӿ . ƹ ̸ ڶ ϴ ڽ о߰ ƴ ̻ ̰ ü ϱ ̴. ͳݿ ˻غ ε ڽ װͿ ؼ ȴٰ . ٸ ΰ ̶ ϱ? 츮 ڸ ? Ƹ ӹٰ ̴. Ͼ ΰ ִ ū ǥ 츮 ϰ ̴. ڵ ٸ. ڵ ü ٰŷ Ӹӿ Ͼ ۿ ƴ϶ Ѵ. ؼ óѴ. ް, ȸ Ŀ ϸ, ֺ 츮 ൿ ̲. ó ϴ ٷ ü. ʴ. 츮 츮 ü ̷ ϸ ȸ ѿԴ. ڵ ΰ ϰ, ư ؼ ȶ ü ʿϴٴ ڰؾ Ѵٰ ̾߱ϸ鼭 ó ߿ ü ϰ, ȿ ϰ Բ ִ ü Ѵ.
: Ƽ θ : Ƽ θ Ƽ θ(Steven Sloman) ϴ ؿ . 1990 б ɸ ڻ Ұ б ɸа ̴. Ρν(Cognitio)n ̱ ϴ. Ƽ θ ϴ ͳ ߷, Ȯ Ǵ, ǻ ؿԴ. ̷ 2005 ۵ б Ǻο 쳽ΰ : ȿ ϴ°?(Causal Models: How People Think About the World and Its Alternatives?) ִ. ֱٿ ü ߾ ̴. ڽ ϴ ȴٰ Ͼ . Ƽ ڽ İ Ÿ ȥϴ Ű ̶ Ѵ. 츮 ȴٰ ϴ 츮 Ӹ ƴ϶ 츮 ü ִ. Ƽ ̷ ڽ ̱ ʸ 严 Բ å . : ʸ 严 ʸ 严(Philip Fernbach) б ö ϰ б ڻ Ҵ. 濵п ̴. ΰ ߷, Ȯ Ǵ, ǻ, Ǵ Һ ൿ о߿ ̰ ִ. ʸ ¡ʷ(General), ġ(Journal of Consumer Research),ŴƮ ̾(Management Science) ɸ ο Ƿ < Ÿӽ>,ƮƮ Ρ,Ϲ Ͻ 䡷 ü ҰǾ. ڻ ϱ Ͽ ġ 缳 ȸ ߴ. : б а ϰ 縯б п ɸ ߴ. ű åΡ ȶ ູ , ڡ,ȣ ġ Ѷ,λ ߰ߡ, δ١,Ź ,Ÿ ¡,츮 °? ִ.
introduction_ ü μ ϱ | | | ü | ̰ ߿Ѱ? chapter. ONE_츮 ƴ°? 츮 ƴ°? | Ȥ chapter. TWO_츮 ϴ°? 뵵 ΰ? | ˾ä | Ǫ chapter. THREE_츮 ϴ°? ΰ ߷ ΰ踦 | ߷ϱ Ųٷ ߷ϱ | ̾߱ϱ chapter. FOUR_츮 ǰ ٸ ϴ°? | 츮 ΰ ߷ ɷ | , ɻ, chapter. FIVE_츮 ϱ üȭ | ΰ | 츮 ǻ | ִ chapter. SIX_ ϱ ü | ȶ | ǵ | ũ | ȥ | ü ϱ | 輺 chapter. SEVEN_ Բ ϱ μ | () ǵ Ѵ | | ̷ ϱ chapter. EIGHT_ ϱ | ü ϱ | ΰ | chapter. NINE_ġ ϱ Ʈ | ġ vs. | ġ ʿ Ͽ chapter. TEN_ȶ ο | ˻ | ü | ɰ chapter. ELEVEN_ȶ ˱ | ü | н ü chapter. TWELVE_ ȶϰ ϱ ϴ | ذå ƴϴ | | ȿ, ϱ | 1: ⼺ ̱ | 2: ܼ Ģ | 3: | 4: ظ Ȯϱ conclusion_ ϱ Ե ؾ ϴ°? 331 | ִ ü 334 | ϱ 336 ãƺ