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Index arousal (continued) underprediction of effect of, 98-99 understanding different aspects of ourselves and, 104-5 arthroscopic knee surgery, 174-76 Asian-Americans, stereotypes about, 169 Assael, James, 23 Assael, Salvador, 23-25, 26 Association of Petroleum Geologists, 211 attractiveness, decoy effect and, 11-14, 15 auctions: arbitrary coherence and, 26-30 online, 135-36 second price, 28n automobiles: precautionary devices in, to foil unsafe teenage behavior, 102-3 routine maintenance of, 120-21 test driving, expectations and, 161 automobile sales: FREE! oil changes and, 60-61 relativity problem and, 2, 19, 21 value in owner's eyes and, 129,134, 135 B Bargh, John, 170 Barlow, John Perry, 86 Beatles, 85 beer: expectations' impact on taste of, 157-59, 161-62,163-64, 172 ordering process and enjoyment of, 231-36 behavioral economics: conventional economics vs., xviii-xx, 239-40 free lunches from perspective of, 240-43 see also specific topics Benartzi, Shlomo, 242 Bender, Walter, 92 benefits (compensation): goodwill created by, 83 recent cuts in, 82 Berkeley, University of California at, 91 arousal experiment at, 91-97, 98-99 Bertini, Marco, 159-60, 261-62 Bible, 208, 215 blogging, about overspending and debt problems, 122-23 brain: brand associations of Coke and Pepsi and,166-68 honesty and reward centers in, 203, 208 brand associations, taste of Coke vs. Pepsi and, 166-68 bread-making machines, 14-15 Brouillet, Jean-Claude, 23-24 Buffett, Warren, 17 bundling of services, 120-21 Burning Man, Black Rock Desert, Nev., 86-88 Burrows, Lara, 170 C cable television, "trial" promotions and,136-37 "Can't Buy Me Love," 85 Carmon, Ziv, 129, 130, 181, 262 Carolina Brewery, Chapel Hill, N.C., 231-37 cash, see money caudate nucleus, 203 CEOs, compensation of, 16-17, 18 Charlemagne, 188 Charles II, king of England, 188 cheating on tests, 198-202 extreme cheating and, 221-22 honor code statements and, 212-13 moral benchmarks and, 206-8, 213 with nonmonetary currency rather than cash,219-22 self-restraint in, 201-2, 208, 213 checking accounts, FREE!, 60 Chen, Mark, 170 childbirth, painkillers during, 103-4 China: adoptions in, 134 lack of trust in, 214 savings rate in, 109 270
Index chocolate: in free exchange (Halloween) experiment, 56-58 pricing of, FREE! items and, 51-54, 64-65 rational cost-benefit analysis and, 64-65 Clark, Margaret, 68 closets, consumerism and size of, 110 clothing, worn and returned to store for full refund, 196, 223 Cobb, Leonard, 173-74 coffee: questioning outlays for, 44 at Starbucks vs. Dunkin' Donuts, 37-39,47 upscale ambience and, 39,159-60 Coke, taste tests of Pepsi and, 166-68 cold remedies, price and efficacy of, 184 colds, antibiotics as placebo for, 189 comparisons, see relativity compensation: cash vs. gift rewards and, 82-83 of CEOs, 16-17, 18 poetry reading experiment and, 40-42 recent cuts in benefits and, 82 social exchange in workplace and, 80-83 and transformation of activity into work, 39-43 see also salaries compensation consulting firms, 17 conditioning, placebo effect and, 179 condoms: importance of widespread availability of, 100-102 and willingness to engage in unprotected sex when aroused, 89, 95, 96-97, 99,107 conflicts: expectations and perception of, 156-57,171-72 neutral third party and, 172 conformity, ordering food and drink and,238 Congress, U.S., 151,152,228 ethics reforms in, 204-6 consumerism, 109-10 context effects, 240 control, mistaken perception of, 243 corporate scandals, 196, 204, 214, 219, 222-23 cost-benefit analysis: dishonesty and, 202-3, 204 relative value and, 64-65 credit cards, 110, 204 "ice glass" method for, 122 self-control, author's proposal for, 123-26, 242 two-cycle billing and, 228 Crocodile Dundee, 7-8 Cypert, Kim, 166-68 D dating: decoy effect and, 10-14,15 and likelihood of engaging in immoral behaviors when aroused, 94-95, 96, 97,107 separation of social and market norms and, 69, 75-76 day care, tardiness fines at, 76-77 deadlines, setting one's own, 112-16, 117, 118-19 debt blogging, 122-23 decision making: and indecision in face of two choices, 151-53 sexual arousal and, 89-102, 106-8 see also first decisions; options decoy effect, 5-6, 8-15 bread-making machines and, 14-15 dating and, 10-14,15 Economist subscriptions and, 1-3, 4-6, 9-10 house purchases and, 8-9 menu pricing and, 4 vacation packages and, 10 visual representation of, 9 demand: price changes and, 46-47 supply and, in standard economic framework, 45-46 democracy, dizzying abundance of options in, 148 271
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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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The Context of Our Character, Part
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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 302 and 303: Index Descartes, Rene, 43 diet, pro
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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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