predictable

Index
conflicts and, 156-57,171-72
depth of description in caterers'
offerings and, 164
exotic-sounding ingredients and,
164-65
football plays and, 155-56, 171
garage sales and, 162-63
knowledge before vs. after experience
and,161-64
marketing hype and, 186-87
physiology of experience altered by,
161-64,166-68
placebo effect and, 173-94; see also
placebo effect
sports car test drives and, 161
stereotypes and, 168-71
taste and, 157-68
upscale coffee ambience and, 159-60
wineglasses and, 165
expense reports, dishonesty in, 223-24
experience, not learning from, xvii
experiments:
extrapolation of findings in, xxi-xxii
isolating individual forces in, xxi
see also specific topics
F
Fastow, Andrew, 219
fines, in social context, 76-77
first decisions:
power of, 44
shape of our lives and, 43
translation of, into long-term habits,
36-39
see also anchoring
first impressions:
imprinting and, 25, 34, 43
see also arbitrary coherence
Fiske, Alan, 68
food:
expectations and taste of, 164-65
ordering process and enjoyment of,
237-38
see also taste
food labels, allure of "zero" on, 61-62
football plays, expectations and
perception of, 155-56, 171
Ford Motor Company, 119-21
France, Amazon's FREE! shipping
promotion in, 59, 62
Frederick, Shane, 157, 161, 262
FREE!, 49-63
Amazon gift certificate offer and, 58
AOL price structure and, 59-60
checking accounts or mortgages and,
60
chocolate pricing experiment and,
51-54, 64-65
exchanges and,55-58
fear of loss and, 54-55
high-definition DVD players and, 55
history of zero and, 50
museum admission fees and, 61
oil changes with car purchases and,
60-61
preventive health care and, 62-63
rational cost-benefit analysis and,
64-65
shipping offers on orders over a
certain amount and, 58-59, 62
social policy and, 62-63
time considerations and, 61
free, working for, 71
free lunches, 240-44
free market, 47-48
free trade, 47-48
Frenk, Hanan, xv
frequent-flyer miles, 227-28
Freud, Sigmund, 98, 203
friendly requests, social norms and, 68,
70-71,73-74,77-78
Fromm, Erich, 148
functional magnetic resonance imaging
(fMRI), taste test of Coke and
Pepsi and, 166-68
furniture, assembling, pride of
ownership and, 135
G
garage sales, 129-30, 162-63
gasoline, price increases and demand
for, 47
Gell-Mann, Murray, 244
gender stereotypes, 169
Gerbi (Italian physician), 177
gift certificate experiment, 58
273