From the Book - 1st Harper Perennial ed.
How an injury led me to irrationality and to the research described here
The truth about relativity: why everything is relative, even when it shouldn't be
The fallacy of supply and demand: why the price of pearls and everything else is up in the air
The cost of zero cost: why we often pay too much when we pay nothing
The cost of social norms: why we are happy to do things, but not when we are paid to do them
The power of a free cookie: how free can make us less selfish
The influence of arousal: why hot is much hotter than we realize
The problem of procrastination and self-control: why we can't make ourselves do what we want to do
The high price of ownership: why we overvalue what we have
Keeping doors open: why options distract us from our main objective
The effect of expectations: why the mind gets what it expects
The power of price: why a 50 cent aspirin can do what a penny aspirin can't
The cycle of distrust: why we don't believe what marketers tell us
The context of our character part I: why we are dishonest, and what we can do about it
The context of our character, part II: why dealing with cash makes us more honest
Beer and free lunches: what is behavioral economics and where are the free lunches?
