
Document Outline

Cover
Title page
Copyright page
Contents
Introduction: How an Injury Led Me to Irrationality and to the Research Described Here
1 The Truth about Relativity: Why Everything Is Relative�Even When It Shouldn't Be [1]
2 The Fallacy of Supply and Demand: Why the Price of Pearls�and Everything Else�Is Up in the Air [23]
3 The Cost of Zero Cost: Why We Often Pay Too Much When We Pay Nothing [49] Appendix: Chapter 3
4 The Cost of Social Norms: Why We Are Happy to Do Things, but Not When We Are Paid to Do Them [67]
5 The Influence of Arousal: Why Hot Is Much Hotter Than We Realize [89] Safe SexSafe DrivingBetter Life DecisionsAppendix: Chapter 5 Table 1 � Rate the Attractiveness of Different ActivitiesTable 2 � Rate the Likelihood of Engaging in immoral Behaviors Like Date Rape (A Strict Order of Severity Is Not Implied)Table 3 � Rate Your Tendency to Use, and Outcomes of Not Using Birth Control
6 The Problem of Procrastination and Self-Control: Why We Can't Make Ourselves Do What We Want to Do [109] Health CareSavings
7 The High Price of Ownership: Why We Overvalue What We Have [127]
8 Keeping Doors Open: Why Options Distract Us from Our Main Objective [139]
9 The Effect of Expectations: Why the Mind Gets What It Expects [155]
10 The Power of Price: Why a 50-Cent Aspirin Can Do What a Penny Aspirin Can't [173]
11 The Context of Our Character, Part I: Why We Are Dishonest, and What We Can Do about It [195] Appendix: Chapter 11 � The Ten Commandments
12 The Context of Our Character, Part II: Why Dealing with Cash Makes Us More Honest [217]
13 Beer and Free Lunches: What Is Behavioral Economics, and Where Are the Free Lunches? [231]
Thanks [245]
List of Collaborators [249] On AmirMarco BertiniZiv CarmonShane FrederickJames HeymanLeonard LeeJonathan LevavGeorge LoewensteinNina MazarElie OfekYesim OrhunDrazen PrelecKristina ShampanierJiwoong ShinBaba ShivRebecca WaberKlaus Wertenbroch
Notes [255]
Bibliography and Additional Readings [259] Introduction: How an Injury Led Me to Irrationality and to the Research Described Here1 The Truth about Relativity: Why Everything Is Relative�Even When It Shouldn't Be2 The Fallacy of Supply and Demand: Why the Price of Pearls�and Everything Else�Is Up in the Air3 The Cost of Zero Cost: Why We Often Pay Too Much When We Pay Nothing4 The Cost of Social Norms: Why We Are Happy to Do Things, but Not When We Are Paid to Do Them5 The Influence of Arousal: Why Hot Is Much Hotter Than We Realize6 The Problem of Procrastination and Self-Control: Why We Can't Make Ourselves Do What We Want to Do7 The High Price of Ownership: Why We Overvalue What We Have8 Keeping Doors Open: Why Options Distract Us from Our Main Objective9 The Effect of Expectations: Why the Mind Gets What It Expects10 The Power of Price: Why a 50-Cent Aspirin Can Do What a Penny Aspirin Can't11 The Context of Our Character, Part I: Why We Are Dishonest, and What We Can Do about It12 The Context of Our Character, Part II: Why Dealing with Cash Makes Us More Honest13 Beer and Free Lunches: What Is Behavioral Economics, and Where Are the Free Lunches?
Index [269] ABCDEFGHIJKLMNOPQRSTUVWXYZ

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