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2. ?°æÁ¦ÇÐ / Çൿ°æÁ¦Çаú: ¼ö¿ä?¡¤?°ø±Þ¸¸À¸·Î ¼³¸íµÇÁö ¾Ê´Â ½ÃÀå ¿Ö°î Çö»ó(¹öºí, ½ò¸², Åõ±â)À» ¼³¸íÇÏ·Á¸é ½É¸® ¸ÞÄ¿´ÏÁòÀÌ Çʼö.
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¡æ ºÎµ¿»êÀº »çȸÀû ºÒÆòµîÀ» ½É¸®·Î Áß°èÇϴ â±¸.
4. ?°ÇÃàÇÐ / µµ½Ã°èȹÇаú: Àΰ£Àº ±¸Á¶¹°ÀÌ ¾Æ´Ñ °¨Á¤À» ±â¹ÝÀ¸·Î °ø°£À» ÀνÄÇÑ´Ù. ¸¶´ç, Çö°ü, Á¶¸Á °°Àº ¿ä¼Ò´Â ¸éÀûº¸´Ù °¨Á¤¿¡ ´õ Å« ¿µÇâÀ» ÁØ´Ù.
¡æ »ç¶÷ Á᫐ °ø°£ ¼³°è¸¦ À§ÇÑ ¡®°¨Á¤ ¹ÝÀÀ¡¯ ºÐ¼®ÀÌ ÇÙ½É.
5. ?¹ýÇаú: °Á¦ÁýÇà, ÀÓ´ëÂ÷ °è¾à, °æ¸Å µî ¹ý·ü¹®Á¦´Â ¸ðµÎ ´ç»çÀÚÀÇ ½É¸®Àû ¹ÝÀÀ¿¡ µû¶ó °¥µîÀ¸·Î ¹øÁø´Ù. ƯÈ÷ °¡Â¥ À¯Ä¡±Ç, ¸íµµ°ÅºÎ, °è¾à ÆÄ±âÀÇ À̸鿡´Â °¨Á¤Àû ¹æ¾î ±âÁ¦°¡ ¼û¾î ÀÖ´Ù.
¡æ °¨Á¤À» ÀÐÀ» ÁÙ ¾Æ´Â ¹ý·ü°¡´Â Çù»ó·Âµµ ³ô´Ù.
6. ±³À°Çаú: ºÎ¸ðÀÇ ±³À° ¿¸ÁÀÌ ºÎµ¿»ê °áÁ¤À» Á¿ìÇÑ´Ù. ¡®¸í¹® Çбº¡¯¿¡ ´ëÇÑ ¸Í½ÅÀº ±³À°½É¸®¿Í ÁְŽɸ®°¡ °áÇÕµÈ »ç·Ê.
¡æ ±³À° ±âȸ ºÒÆòµîÀº ºÎµ¿»ê °¨Á¤ ½ÃÀå¿¡¼ ¸ÕÀú ½ÃÀ۵ȴÙ.
7. °æ¿µÇÐ / ¸¶ÄÉÆÃÇаú: ºÎµ¿»ê ºÐ¾ç ¸¶ÄÉÆÃÀº °¨Á¤ À¯µµ Àü·«ÀÌ´Ù. ±¤°í ¹®±¸ Çϳª°¡ »ç¶÷ÀÇ ½É¸®¸¦ ÀÚ±ØÇØ ¼±ÅÃÀ» À¯µµÇÑ´Ù.
¡æ °¨Á¤ ±â¹Ý ¸¶ÄÉÆÃÀÌ °¡Àå °·ÂÇÏ°Ô ÀÛµ¿ÇÏ´Â ºÐ¾ß°¡ ºÎµ¿»ê.
8. ?Á¤Ä¡¿Ü±³ / ÇàÁ¤Çаú: ºÎµ¿»ê Á¤Ã¥¿¡ ´ëÇÑ ¿©·Ð ¹ÝÀÀÀº Á¤º¸º¸´Ù °¨Á¤ÀÌ ¸ÕÀú´Ù. ¼¼±Ý Àλ󺸴٠¡®¹ÚÅ»°¨¡¯ÀÌ ÁöÁöÀ²À» ´õ ºü¸£°Ô ¶³¾î¶ß¸°´Ù.
¡æ Á¤Ã¥ ¼³°èÀÚ¿¡°Ô ºÎµ¿»ê ½É¸®´Â ¹Î½ÉÀÇ ¹Ù·Î¹ÌÅÍ.
9. ?¹Ìµð¾î / Ä¿¹Â´ÏÄÉÀ̼ÇÇаú: À¯Æ©ºê, ´º½º, Ä¿¹Â´ÏƼ°¡ ÅõÀÚÀÚÀÇ °¨Á¤À» ÀÚ±ØÇÏ°í ½ÃÀåÀ» ¿òÁ÷ÀδÙ. ¡®¸¶°¨ ÀÓ¹Ú¡¯, ¡®Áö±Ý ¾Æ´Ï¸é ±âȸ ¾ø´Ù¡¯´Â ¸»Àº Á¤º¸ Àü´ÞÀÌ ¾Æ´Ñ °¨Á¤ Á¶ÀÛÀÌ´Ù.
¡æ ¹Ìµð¾î ¸Þ½ÃÁö¿Í ¼ÒºñÀÚ ¹ÝÀÀÀÇ ¿¬°á °í¸®¸¦ ºÎµ¿»ê ½É¸®°¡ ¼³¸í.
10. ?öÇаú / À±¸®Çаú: ¡°ÁýÀº ¿Ö Àΰ£¿¡°Ô Á¸Àç·ÐÀûÀ¸·Î Áß¿äÇѰ¡?¡± ¡°¼ÒÀ¯¶õ ¹«¾ùÀΰ¡?¡±¶ó´Â Áú¹®Àº öÇÐÀÌ ´Ù·ê ÁÖÁ¦´Ù. ºÎµ¿»ê ¿å¸ÁÀº Àΰ£ º»¼º°ú À±¸®ÀÇ Ãæµ¹ ÁöÁ¡À̱⵵ ÇÏ´Ù.
¡æ ½ÇÁ¸Àû °ø°£°ú Àΰ£ÀÇ ÀÚ±â Á¤Ã¼¼º¿¡ ´ëÇÑ Ã¶ÇÐÀû Á¢±Ù ÇÊ¿ä.
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ºÎµ¿»ê ½É¸®ÇÐÀº ¿Ö ´Ù¸¥ Àü°ø¿¡¼µµ ÇÊ¿äÇѰ¡?? 4
ÁÖÂ÷º° °ÀÇ ¸ñ·Ï? 6
PARTº° ¸í¾ðµé? 10
¸Ó¸®¸»(Prologue)? 12
¿Ö ½É¸®Çаú ºÎµ¿»êÀ» ¿¬°áÇϴ°¡?? 14
ÀÌ Ã¥Àº ´©±¸¸¦ À§ÇÑ Ã¥Àΰ¡?? 15
ÀÌ Ã¥ÀÌ ¸»ÇÏ´Â ÇÑ °¡Áö Áø½Ç? 16
Ã¥ ³»¿ë ¼Ó ¹è¿ÀÇ ÀÌÀ¯? 24
½É¸® »ç·Ê ÀÌ·Ð ¼ºÂû ½ÇõÀÇ 5´Ü ±¸¼º
ºÎµ¿»ê ½É¸®ÇÐ ¿ä¾àÁ¤¸®? 26
PART 1 ºÎµ¿»ê ½É¸®ÇÐÀÇ Á¤Ã¼¿Í Çй®Àû ±â¹Ý
The Nature and Academic Foundation of Real Estate Psychology
Á¦1Àå. ºÎµ¿»ê ½É¸®ÇÐÀ̶õ ¹«¾ùÀΰ¡? 32
What Is Real Estate Psychology?
Á¦2Àå. ºÎµ¿»ê ½É¸®ÇÐÀÇ ¿ª»ç¿Í ÁøÈ? 40
The History and Evolution of Real Estate Psychology
Á¦3Àå. ºÎµ¿»ê ½ÃÀå¿¡¼ ½É¸®´Â ¿Ö Áß¿äÇѰ¡?? 51
Why Is Psychology So Important in the Real Estate Market?
PART 2 ºÎµ¿»ê ½É¸®ÇÐ: ÅõÀÚ ÀÌÀüÀÇ ½É¸®
Psychological Dynamics Before Investing
Á¦4Àå. ½Å·ÚÀÇ ½É¸® - ½ÃÀåÀ» ¹Ï´Â´Ù´Â °Í? 60
The Psychology of Trust - Believing in the Market
Á¦5Àå. ¾ÈÁ¤¼ºÀÇ ½É¸® - ºÒ¾È¿¡¼ ¹þ¾î³ª°í ½ÍÀº ¿å±¸? 70
The Psychology of Security - Escaping the Feeling of Insecurity
Á¦6Àå. °øÆ÷ÀÇ ½É¸® - Ç϶ôÀå¿¡ ¸¶ºñµÇ´Â °¨Á¤? 79
The Psychology of Fear - Emotional Paralysis in a Bear Market
PART 3 ÆÇ´ÜÀ» È帮´Â ½É¸®: ÀÎÁö ÆíÇâ°ú ¿Ö°î
Cognitive Biases and Distortions That Cloud Judgment
Á¦7Àå. È®Áõ ÆíÇâ - ¹Ï°í ½ÍÀº Á¤º¸¸¸ ã´Â ½É¸®? 94
Confirmation Bias - Seeking Only What We Want to Believe
Á¦8Àå. ±ºÁß ½É¸® - ´Ùµé »ç´Ï±î ³ªµµ? 102
Herd Mentality - Everyones Buying, So Should I
Á¦9Àå. ÇÁ·¹ÀÌ¹Ö È¿°ú - °°Àº Á¤º¸, ´Ù¸¥ °¨Á¤? 112
Framing Effect - Same Information, Different Emotion
PART 4 ÁýÀº °ø°£ÀÌ ¾Æ´Ï¶ó °¨Á¤ÀÌ´Ù
Home Is Not Just Space, But Emotion
Á¦10Àå. µ¿ÀϽÃÀÇ ½É¸® - ±× Áýó·³ »ì°í ½Í´Ù? 122
Identification Bias - I Want to Live Like in That House
Á¦11Àå. ¸¶´çÀÌ ÀÖ´Â ÁýÀÌ ÁÖ´Â ¾ÈÁ¤°¨ ? °ø°£ °¨Á¤ÀÇ ¾ð¾î? 130
Emotional Comfort from Yards - The Language of Spatial Emotion
Á¦12Àå. ºê·£µå ¾ÆÆÄÆ®¿Í °èÃþ À̹ÌÁö? 140
Brand-Name Apartments and Social Class Image
PART 5 Áö¿ª°ú ¹Ì·¡¿¡ ´ëÇÑ ±â´ë°¨
Hope and Anticipation About Place and the Future
Á¦13Àå. °ð ¿À¸¦ µ¿³×¶ó´Â ¹ÏÀ½Àº ¾îµð¼ ¿À´Â°¡? 150
The Psychology Behind Rising Neighborhoods
Á¦14Àå. ±³Åë, Çбº, »ó±Ç - ±â´ë ½É¸®ÀÇ 3¿ä¼Ò? 158
Transport, Schools, and Commerce
- The Three Pillars of Expectation Psychology
Á¦15Àå. Àç°³¹ß ½É¸® - ³°Àº °Í¿¡ ¹Ì·¡¸¦ Åõ¿µÇÏ´Ù? 168
Redevelopment Psychology - Projecting the Future onto the Old
Á¦16Àå. À¯Æ©ºê, ´º½º, Ä«Æä - Á¤º¸ °úÀ×ÀÇ ½Ã´ë? 177
YouTube, News, and Forums - The Age of Information Overload
PART 6 ½É¸®¸¦ ÀÌ¿ëÇÏ´Â »ç¶÷µé: Á¤º¸¿Í ±ÇÀ§ÀÇ ÀÛµ¿
How Experts and Marketers Manipulate Psychology
Á¦17Àå. Àü¹®°¡ ¸»¿¡ ÈֵѸ®´Â ÀÌÀ¯ - ±ÇÀ§ÀÇ ½É¸®? 188
Why We Follow Experts - The Psychology of Authority
Á¦18Àå. ºÐ¾ç ¸¶ÄÉÆÃ ½É¸® - Àڱذú °áÇÌÀ» Ȱ¿ëÇÑ ¼³µæ? 196
Marketing Tactics - Persuasion Through Scarcity and Stimulation
PART 7 ½É¸®·Î ÀÌÇØÇÏ´Â ¹ý¿ø °æ¸Å
Court Auctions Seen Through a Psychological Lens
Á¦19Àå. ¹ý¿ø °æ¸ÅÀå¿¡¼ µå·¯³ª´Â °¨Á¤µé? 206
The Emotions Revealed in Real Estate Auctions
Á¦20Àå. ºÒ±æÇÑ ±â¿î°ú ½É¸®Àû ±âÇÇ? 214
Negative Vibes and Psychological Avoidance
Á¦21Àå. °æÀï°ú ŸÀÎÀÇ ½Ã¼±ÀÌ ¸¸µç ½É¸®Àû ¾Ð¹Ú? 222
Competition and Social Pressure in Auctions
PART 8 ºÎµ¿»ê¿¡¼ÀÇ ½Ç¸Á°ú ÈÄȸ
Disappointment and Regret in Real Estate
Á¦22Àå. Áö³ªÄ£ ±â´ë°¡ ¸¸µç ½Ç¸Á? 232
Disappointment from Excessive Expectations
Á¦23Àå. °¡°Ý Ç϶ô ÀÌÈÄÀÇ Àڱ⠺ñ³? 239
Self-Blame After Price Drops
Á¦24Àå. ¹«ÁÖÅÃÀÚ°¡ ´À³¢´Â Á¸Àç°¨ »ó½Ç? 247
The Loss of Identity Among the Houseless
Á¦25Àå. »çȸÀû ÁöÀ§¸¦ È®ÀÎÇÏ·Á´Â ½É¸®? 254
The Desire to Validate Social Status Through Real Estate
PART 9 ºÎµ¿»ê°ú °èÃþ, ÀÚÁ¸°¨ÀÇ »ó°ü°ü°è
Housing, Social Class, and Self-Esteem
Á¦26Àå. ´ÙÁÖÅÃÀÚµéÀÇ ½É¸®? 264
The Psychology of Multiple Property Owners
Á¦27Àå. »ó´ëÀû ¹ÚÅ»°¨ - ³ª¸¸ µÚóÁ³´Ù´Â °¨Á¤? 271
Relative Deprivation - The Feeling of Falling Behind
PART 10 Á¤Ã¥ º¯È¿Í ½É¸®Àû ¹ÝÀÀ
Policy Shifts and Emotional Reactions
Á¦28Àå. ±ÔÁ¦ ¹ßÇ¥ ÈÄ ÅõÀÚ À§Ãà? 280
Investment Paralysis After Policy Announcements
Á¦29Àå. ¼¼Á¦ ¿ÏÈ ±â´ë¿Í ¹Ýµî ½É¸®? 287
Hope from Tax Relief and the Psychology of a Market Rebound
Á¦30Àå. ´ëÃâ ±ÔÁ¦ ºÒ¾È°ú ½É¸®Àû ¸¶ºñ? 295
Loan Restrictions and Emotional Paralysis
PART 11 ³ëÈÄ¿Í ÁÖ°Å ¾ÈÁ¤¿¡ ´ëÇÑ ½É¸®
Aging, Housing Security, and Psychological Needs
Á¦31Àå. ÀºÅð ÀÌÈÄÀÇ Áý¿¡ ´ëÇÑ ÁýÂø? 304
The Post-Retirement Obsession with Housing
Á¦32Àå. ÀÓ´ë ¼öÀÍ ÀÇÁ¸°ú ½É¸®Àû ºÒ¾ÈÁ¤? 311
Dependency on Rental Income and Emotional Instability
Á¦33Àå. ³ë³âÀÇ ¹æ¾î ÀÚ»êÀ¸·Î¼ÀÇ Áý? 318
The Home as a Defensive Asset in Old Age
Á¦34Àå. Ÿ¿îÇϿ콺ÀÇ ¼Ò¼Ó°¨? 325
A Sense of Belonging in a Townhouse
PART 12 ÁÖ°Å ÇüÅÂ¿Í Á¤Ã¼¼º
Housing Types and Identity
Á¦35Àå. ¾ÆÆÄÆ®ÀÇ À§°è°¨°ú ¾ÈÀü°¨? 334
Apartments: Hierarchy and the Sense of Safety
Á¦36Àå. ´Üµ¶ÁÖÅÃÀÇ ÀÚÀ²¼º°ú °í¸³°¨? 341
Single Homes: Autonomy and Isolation
PART 13 ±³À°°ú °¡Á· Á᫐ ½É¸®
Education and Family-Driven Psychology
Á¦37Àå. ÀÚ³à ±³À°À» À§ÇÑ ÀÌ»ç? 350
Relocating for Childrens Education
Á¦38Àå. ¸í¹® Çбº¿¡ ´ëÇÑ ¸Í½Å? 357
The Blind Faith in Elite School Districts
Á¦39Àå. ºÎ¸ðÀÇ ±³À°¿°ú °úÀ× ÅõÀÚ? 363
Parental Zeal and Overinvestment in Education
PART 14 ¿ÜºÎ ¿äÀο¡ µû¸¥ ½É¸® º¯µ¿
External Factors and Emotional Shifts
Á¦40Àå. ±Ý¸® Àλó°ú ½É¸® À§Ãà? 372
Interest Rate Hikes and Emotional Contraction
Á¦41Àå. ±¹Á¦ ´º½º¿Í Áö¿ª ½ÃÀå °úÀ× ¹ÝÀÀ? 379
Global News and Local Market Overreactions
Á¦42Àå. ȯÀ², À¯°¡¿Í ÅõÀÚ ½É¸®? 386
Currency, Oil Prices, and Investment Sentiment
PART 15 Á¤º¸ ä³Î°ú µðÁöÅÐ ½É¸® ÀÛµ¿
Digital Media and the Mechanics of Influence
Á¦43Àå. À¯Æ©ºê °úÀå È¿°ú? 394
The Exaggeration Effect of YouTube
Á¦44Àå. Ä¿¹Â´ÏƼÀÇ È®Áõ ÆíÇâ? 401
Confirmation Bias in Online Communities
Á¦45Àå. ½Ç½Ã°£ ´ñ±Û°ú ºÒ¾È Àü¿°? 408
Live Comments and the Viral Spread of Anxiety
PART 16 °¨Á¤À» ³Ñ¾î¼± °áÁ¤·Â
Decision-Making Beyond Emotion
Á¦46Àå. °¨Á¤ ÅëÁ¦Çü ÅõÀÚÀÚ? 416
The Emotion-Regulated Investor
Á¦47Àå. Àڱ⠰´°üÈ Àü·« - °¨Á¤ÀÇ °Å¸®µÎ±â ±â¼ú? 424
Self-Distancing Techniques for Emotional Control
Á¦48Àå. ½É¸®¸¦ Àд »ç¶÷ÀÌ ½ÃÀåÀ» À̱ä´Ù? 431
Those Who Read Emotion Outperform the Market
ºÎµ¿»ê ½É¸®ÇÐ: ÅõÀÚÀÚÀÇ ¸¶À½À» Àд٠ÁÖ¿ä Á¤¸® 75¼±? 438
1. ºÎµ¿»ê ½É¸® ¿ë¾î 50¼±? 442
2. ½É¸® Áø´Ü Å×½ºÆ®: ³ªÀÇ ÅõÀÚ ½É¸®´Â?? 446
3. ½ÇÁ¦ »ç·Ê ¸ðÀ½: °áÁ¤ ¾ÕÀÇ °¨Á¤µé? 450
4. ½É¸®¿¡ µû¸¥ ÅõÀÚ ÆÇ´ÜÀÇ ÀåÁ¡? 458
5. ½É¸®¿¡ µû¸¥ ÅõÀÚ ÆÇ´ÜÀÇ ´ÜÁ¡? 459
Âü°í¹®Çå ¸ñ·Ï? 460
¿¡Çʷα×(Epilogue)? 463
PART 1ºÎÅÍ PART 16±îÁö °¢ ÆÄÆ®ÀÇ ÇÙ½É °á·Ð? 466