DEDICATION
INTRODUCTION How an Injury Led Me to Irrationality and to the Research Described Here
CHAPTER 1 - The Truth about Relativity Why Everything Is Relative—Even When It Shouldn’t Be
CHAPTER 2 - The Fallacy of Supply and DemandWhy the Price of Pearls—and Everything Else—Is Up in the Air
CHAPTER 3 - The Cost of Zero CostWhy We Often Pay Too Much When We Pay Nothing
CHAPTER 4 - The Cost of Social NormsWhy We Are Happy to Do Things, but Not When We Are Paid to Do Them
CHAPTER 5 - The Power of a Free Cookie
CHAPTER 6 - The Influence of Arousal Why Hot Is Much Hotter Than We Realize
CHAPTER 7 - The Problem of Procrastination and Self-ControlWhy We Can’t Make Ourselves Do What We Want to Do
CHAPTER 8 - The High Price of OwnershipWhy We Overvalue What We Have
CHAPTER 9 - Keeping Doors OpenWhy Options Distract Us from Our Main Objective
CHAPTER 10 - The Effect of ExpectationsWhy the Mind Gets What It Expects
CHAPTER 11 - The Power of PriceWhy a 50-Cent Aspirin Can Do What a Penny Aspirin Can’t
CHAPTER 12 - The Cycle of Distrust
CHAPTER 13 - The Context of Our Character, Part IWhy We Are Dishonest, and What We Can Do about It
CHAPTER 14 - The Context of Our Character, Part IIWhy Dealing with Cash Makes Us More Honest
CHAPTER 15 - Beer and Free LunchesWhat Is Behavioral Economics, and Where Are the Free Lunches?
THANKS
LIST OF COLLABORATORS
NOTES
BIBLIOGRAPHY AND ADDITIONAL READINGS
PRAISE FOR PREDICTABLY IRRATIONAL