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 Relativeâ€"Even When It Shouldn't Be [1]

2 The Fallacy of Supply and Demand: Why the Price of Pearlsâ€"and Everything Elseâ€"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 Sex

Safe Driving

Better Life Decisions

Appendix: Chapter 5 Table 1 – Rate the Attractiveness of Different Activities

Table 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 Care

Savings





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 Amir

Marco Bertini

Ziv Carmon

Shane Frederick

James Heyman

Leonard Lee

Jonathan Levav

George Loewenstein

Nina Mazar

Elie Ofek

Yesim Orhun

Drazen Prelec

Kristina Shampanier

Jiwoong Shin

Baba Shiv

Rebecca Waber

Klaus Wertenbroch





Notes [255]

Bibliography and Additional Readings [259] Introduction: How an Injury Led Me to Irrationality and to the Research Described Here

1 The Truth about Relativity: Why Everything Is Relativeâ€"Even When It Shouldn't Be

2 The Fallacy of Supply and Demand: Why the Price of Pearlsâ€"and Everything Elseâ€"Is Up in the Air

3 The Cost of Zero Cost: Why We Often Pay Too Much When We Pay Nothing

4 The Cost of Social Norms: Why We Are Happy to Do Things, but Not When We Are Paid to Do Them

5 The Influence of Arousal: Why Hot Is Much Hotter Than We Realize

6 The Problem of Procrastination and Self-Control: Why We Can't Make Ourselves Do What We Want to Do

7 The High Price of Ownership: Why We Overvalue What We Have

8 Keeping Doors Open: Why Options Distract Us from Our Main Objective

9 The Effect of Expectations: Why the Mind Gets What It Expects

10 The Power of Price: Why a 50-Cent Aspirin Can Do What a Penny Aspirin Can't

11 The Context of Our Character, Part I: Why We Are Dishonest, and What We Can Do about It

12 The Context of Our Character, Part II: Why Dealing with Cash Makes Us More Honest

13 Beer and Free Lunches: What Is Behavioral Economics, and Where Are the Free Lunches?





Index [269] A

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D

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