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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 |
Thanks | p. 323 |
List of Collaborators | p. 327 |
Notes | p. 335 |
Bibliography and Additional Readings | p. 339 |
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