1. The truth about relativity : why everything is relative, even when it shouldn't be
2. The fallacy of supply and demand : why the price of pearls, and everything else, 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?
Introduction : How an injury led me to irrationality and to the research described here --
ch. 1. The truth about relativity : why everything is relative, even when it shouldn't be --
ch. 2. The fallacy of supply and demand : why the price of pearls, and everything else, is up in the air --
ch. 3. The cost of zero cost : why we often pay too much when we pay nothing --
ch. 4. The cost of social norms : why we are happy to do things, but not when we are paid to do them --
ch. 5. The influence of arousal : why hot is much hotter than we realize --
ch. 6. The problem of procrastination and self-control : why we can't make ourselves do what we want to do --
ch. 7. The high price of ownership : why we overvalue what we have --
ch. 8. Keeping doors open : why options distract us from our main objective --
ch. 9. The effect of expectations : why the mind gets what it expects --
ch. 10. The power of price : why a 50-cent aspirin can do what a penny aspirin can't --
ch. 11. The context of our character, part 1 : why we are dishonest, and what we can do about it --
ch 12. The context of our character, part 2 : why dealing with cash makes us more honest --
13. Beer and free lunches : what is behavioral economics, and where are the free lunches? --
Bonus material added for the revised and expanded edition : reflections and anecdotes about some of the chapters --
Thoughts about the subprime mortgage crisis and its consequences --
$t Bibliography and additional readings
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