The application of behavioral theory to change a specific behavior.

应用行为心理学改变一种特定的行为。

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The application of behavioral theory (e. g. conditioning, reinforcement) in the treatment of mental illness.

应用行为心理学治疗精神病。

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Furthermore, the behavioral theory of the firm serves as an important building block in transaction costs theory (Williamson, 1975).

此外，企业行为理论还是交易成本理论(Williamson, 1975)的重要基石。

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But prospect theory, a field of behavioral economics, tells us that people who have no good options tend to be risk-seeking, because the psychological cost of a bad outcome diminishes the fear of a worse outcome.

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This insight is part of the basis of "prospect theory, " one branch of behavioral economics.

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