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Why do our headaches persist after we take a one-cent aspirin but disappear when we take a fifty-cent aspirin?
Dan Ariely is the James B. Duke Professor of Psychology and Behavioral Economics at Duke University, with appointments at the Fuqua school of Business, the Center for Cognitive Neuroscience, the Department of Economics, and the School of Medicine. Dan earned one Ph.D. in cognitive psychology and another Ph.D. in business administration. His work has been featured in the New York Times, Wall Street Journal, Washington Post, Boston Globe, Business 2.0, Scientific American, and Science. He lives in Durham, North Carolina, with his wife and two children.
Table of Contents
|Introduction: How an Injury Led Me to Irrationality and to the Research Described Here||p. xi|
|The Truth about Relativity: Why Everything Is Relative—Even When It Shouldn't Be||p. 1|
|The Fallacy of Supply and Demand: Why the Price of Pearls—and Everything Else—Is Up in the Air||p. 25|
|The Cost of Zero Cost: Why We Often Pay Too Much When We Pay Nothing||p. 55|
|The Cost of Social Norms: Why We Are Happy to Do Things, but Not When We Are Paid to Do Them||p. 75|
|The Power of a Free Cookie: How free Can Make Us Less Selfish||p. 103|
|The Influence of Arousal: Why Hot Is Much Hotter Than We Realize||p. 119|
|The Problem of Procrastination and Self-Control: Why We Can't Make Ourselves Do What We Want to Do||p. 139|
|The High Price of Ownership: Why We Overvalue What We Have||p. 167|
|Keeping Doors Open: Why Options Distract Us from Our Main Objective||p. 183|
|The Effect of Expectations: Why the Mind Gets What It Expects||p. 199|
|The Power of Price: Why a 50-Cent Aspirin Can Do What a Penny Aspirin Can't||p. 225|
|The Cycle of Distrust: Why We Don't Believe What Marketers Tell Us||p. 251|
|The Context of Our Character, Part I: Why We Are Dishonest, and What We Can Do about It||p. 271|
|The Context of Our Character, Part II: Why Dealing with Cash Makes Us More Honest||p. 295|
|Beer and Free Lunches: What Is Behavioral Economics, and Where Are the Free Lunches?||p. 309|
|List of Collaborators||p. 327|
|Bibliography and Additional Readings||p. 339|
|Table of Contents provided by Ingram. All Rights Reserved.|