一般我們都認為：人是理性的動物；但觀之於人的行為卻往往為情緒所帶動，或以理性為外衣的情緒性行為，甚或是非理性的行為。諸君不信的話可觀之於人的消費行為、上司與下屬關係等。大膽說一句：整個資本主義都建基於人的非理性行為。所以如此，廣告作為商品推廣的有效性即可得以說明，工作上的人際關係亦復如是！大家不妨再想想我們自己的消費行為，有多少次是理性的多少次是非理性的？
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