Introduction How an Injury Led Me to Irrationality and to the Research Described Here Ch. 1 The Truth about Relativity: Why Everything Is Relative - Even When It Shouldn't Be 1 Ch. 2 The Fallacy of Supply and Demand: Why the Price of Pearls - and Everything Else - Is Up in the Air 23 Ch. 3 The Cost of Zero Cost: Why We Often Pay Too Much When We Pay Nothing 49 Ch. 4 The Cost of Social Norms: Why We Are Happy to Do Things, but Not When We Are Paid to Do Them 67 Ch. 5 The Influence of Arousal: Why Hot Is Much Hotter Than We Realize 89 Ch. 6 The Problem of Procrastination and Self-Control: Why We Can't Make Ourselves Do What We Want to Do 109 Ch. 7 The High Price of Ownership: Why We Overvalue What We Have 127 Ch. 8 Keeping Doors Open: Why Options Distract Us from Our Main Objective 139 Ch. 9 The Effect of Expectations: Why the Mind Gets What It Expects 155 Ch. 10 The Power of Price: Why a 50-Cent Aspirin Can Do What a Penny Aspirin Can't 173 Ch. 11 The Context of Our Character, Part I: Why We Are Dishonest, and What We Can Do about It 195 Ch. 12 The Context of Our Character, Part II: Why Dealing with Cash Makes Us More Honest 217 Ch. 13 Beer and Free Lunches: What Is Behavioral Economics, and Where Are the Free Lunches? 231 Reflections and Anecdotes about Some of the Chapters 245 Thoughts about the Subprime Mortgage Crisis and Its Consequences 279 Thanks 331 List of Collaborators 335 Notes 341 Bibliography and Additional Readings 345 Index 355
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