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Index
COVER PAGE
TITLE PAGE
COPYRIGHT PAGE
DEDICATION
CONTENTS
PART 1
1. THE $2.9 MILLION CUP OF COFFEE
2. PRICE CLUELESSNESS
3. THE MYTH OF THE BOOMERANG
PART 2
4. BODY AND SOUL
5. BLACK IS WHITE
6. HELSON’S CIGARETTE
7. THE PRICE SCALE
PART 3
8. INPUT TO OUTPUT
9. LUNCH WITH MAURICE
10. MONEY PUMP
11. THE BEST ODDS IN VEGAS
12. CULT OF RATIONALITY
13. KAHNEMAN AND TVERSKY
14. HEURISTICS AND BIASES
15. THE DEVIL’S GREATEST TRICK
16. PROSPECT THEORY
17. RULES OF FAIRNESS
18. ULTIMATUM GAME
19. THE VANISHING ALTRUIST
20. PITTSBURGH IS NOT A CULTURE
21. ATTACKING HEURISTICS
22. DEAL OR NO DEAL
23. PRICES ON THE PLANET ALGON
PART 4
24. THE FREE 72-OUNCE STEAK
25. PRICE CHECK
26. SHILLING FOR PRADA
27. MENU PSYCH
28. THE PRICE OF A SUPER BOWL TICKET
29. DON’T WRAP ALL THE CHRISTMAS PRESENTS IN ONE BOX
30. WHO’S AFRAID OF THE PHONE BILL?
31. BREAKAGE AND SLIPPAGE
32. PAYING FOR AIR
33. CHEAP AND CHEAPER
34. MYSTERIES OF THE 99-CENT STORE
35. MEANINGLESS ZEROS
36. REALITY CONSTRAINT
37. SELLING WARHOL’S BEACH HOUSE
38. GROUNDHOG DAY
39. ANCHORING FOR DUMMIES
40. ATTENTION DEFICIT
41. DRINKING AND DEAL MAKING
42. AN OCTILLION DOESN’T BUY WHAT IT USED TO
43. SELLING THE MONEY ILLUSION
44. NEUTRON JANE
45. THE BEAUTY PREMIUM
46. SEARCH FOR SUCKERS
47. PRICING GENDER
48. IT’S ALL ABOUT TESTOSTERONE
49. LIQUID TRUST
50. THE MILLION-DOLLAR CLUB
51. THE MISCHIEVOUS MR. MARKET
52. FOR THE LOVE OF GOD
53. ANTIDOTE FOR ANCHORING
54. BUDDY SYSTEM
55. THE OUTRAGE THEORY
56. HONESTY BOX
57. MONEY, CHOCOLATE, HAPPINESS
NOTES
SOURCES
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