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list of collaborators working together. Jiwoong is currently a professor at Yale University. Baba Shiv Baba and I first met when we were both PhD students at Duke. Over the years Baba has carried out fascinating research in many areas of decision making, particularly on how emotions influence decision making. He is terrific in every way and the kind of person who makes everything around him seem magically better. Baba is currently a professor at Stanford University. Rebecca Waber Rebecca is one of the most energetic and happiest people I have ever met. She is also the only person I ever observed to burst out laughing while reading her marriage vows. Rebecca is particularly interested in research on decision making applied to medical decisions, and I count myself as very lucky that she chose to work with me on these topics. Rebecca is currently a graduate student at the Media Laboratory at MIT. Klaus Wertenbroch Klaus and I met when he was a professor at Duke and I was a PhD student. Klaus's interest in decision making is mostly based on his attempts to make sense of his own deviation from rationality, whether it is his smoking habit or his procrastination in delaying work for the pleasure of watching soccer on television. It was only fitting that we worked together on procrastination. Klaus is currently a professor at INSEAD. 254
Notes 1. Jodi Kantor, "Entrees Reach $40," New York Times (October 21,2006). 2. Itamar Simonson, "Get Closer to Your Customers by Understanding How They Make Choices," California Management Review (1993). 3. Louis Uchitelle, "Lure of Great Wealth Affects Career Choices," New York Times (November 27, 2006). 4. Katie Hafner, "In the Web World, Rich Now Envy the Superrich," New York Times (November 21, 2006). 5. Valerie Ulene, "Car Keys? Not So Fast," Los Angeles Times (January 8, 2007). 6. John Leland, "Debtors Search for Discipline through Blogs," New York Times (February 18, 2007). 7. Colin Schieman, "The History of Placebo Surgery," University of Calgary (March 2001). 8. Margaret Talbot, "The Placebo Prescription," New York Times (June 9, 2000).
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USA $25.95 CANADA $27.95 • Why do
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Predictably Irrational—it's not w
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predictably irrational The Hidden F
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To my mentors, colleagues, and stud
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contents CHAPTER 4 The Cost of Soci
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Introduction How an Injury Led Me t
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introduction sion of a large magnes
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introduction profoundly changed my
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introduction my results, in the hop
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introduction confusing them. We can
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introduction As YOU WILL see in the
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predictably irrational
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predictably irrational I read these
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predictably irrational Which one wo
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predictably irrational Would the st
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predictably irrational incredulousl
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predictably irrational the three op
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predictably irrational Allen with h
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predictably irrational nary student
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predictably irrational It was for g
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predictably irrational pushing towa
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predictably irrational your suit. Y
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CHAPTER 2 The Fallacy of Supply and
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the fallacy of supply and demand Sa
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the fallacy of supply and demand an
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the fallacy of supply and demand Av
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the fallacy of supply and demand Te
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the fallacy of supply and demand we
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the fallacy of supply and demand so
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the fallacy of supply and demand Bu
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the fallacy of supply and demand Wh
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the fallacy of supply and demand an
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the fallacy of supply and demand wa
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the fallacy of supply and demand we
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the fallacy of supply and demand Th
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CHAPTER 3 The Cost of Zero Cost Why
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the cost of zero cost has huge impl
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the cost of zero cost To replicate
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the cost of zero cost decision—th
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the cost of zero cost one of the ki
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the cost of zero cost tomer bought
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the cost of zero cost broke—but t
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the cost of zero cost checks, diabe
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the cost of zero cost pected pleasu
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predictably irrational up red-faced
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predictably irrational In this expe
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predictably irrational that this wa
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predictably irrational even a small
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predictably irrational Yes, your da
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predictably irrational or to watch
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predictably irrational line—you m
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predictably irrational all, people
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predictably irrational trust? What
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predictably irrational education an
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predictably irrational The answer,
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predictably irrational were smack i
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predictably irrational darkened roo
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predictably irrational keys on the
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predictably irrational of erotic pi
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predictably irrational gaze back at
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predictably irrational unfamiliar?
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predictably irrational carrying a c
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predictably irrational be similar t
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APPENDIX: CHAPTER 5 A complete list
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predictably irrational TABLE 3 RATE
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predictably irrational had to have
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predictably irrational do family tr
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predictably irrational same experim
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predictably irrational deadlines at
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predictably irrational check, which
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predictably irrational the best way
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predictably irrational Savings We c
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predictably irrational Dear Sumi, T
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predictably irrational self-control
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predictably irrational outside the
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predictably irrational instance, si
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predictably irrational "All right,"
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predictably irrational Suppose you
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predictably irrational still the to
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predictably irrational idea—wheth
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predictably irrational antithetical
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predictably irrational likely end u
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predictably irrational the correspo
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predictably irrational this wasn't
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predictably irrational waste their
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predictably irrational game. It wil
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predictably irrational Here's anoth
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C HAPTE R 9 The Effect of Expectati
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the effect of expectations to such
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the effect of expectations Mina and
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the effect of expectations will be
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the effect of expectations get rid
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the effect of expectations by chang
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the effect of expectations the way,
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the effect of expectations Research
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the effect of expectations the crux
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C HAPTE R I O The Power of Price Wh
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the power of price removed. The thi
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the power of price funerals. By 178
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the power of price better. And if y
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the power of price the common cold
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the power of price with the same gr
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the power of price workouts. Both g
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the power of price sage on the bott
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the power of price is nothing "just
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the power of price about placebos a
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the power of price ing wasn't silky
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CHAPTER It The Context of Our Chara
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the context of our character, part
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Page 233 and 234: the context of our character, part
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Page 261 and 262: CHAPTER 1 3 Beer and Free Lunches W
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Page 275 and 276: Thanks Over the years I have been f
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Page 289 and 290: Bibliography and Additional Reading
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Page 300 and 301: Index arousal (continued) underpred
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Page 306 and 307: Index money: benefits of, 86 dishon
Page 308 and 309: Index relativity, 1-21 bread-making
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