predictable

Index
taste (continued)
exotic-sounding ingredients and,
164-65
presentation and, 165
wineglasses and, 165
taxes, 204
cheating on, 196
demand impacted by, 46-47
teenagers:
safe driving and, 102-3
sexual activity of, 90, 100-102
television:
cable, "trial" promotions and,
136-37
relativity and displays of, 3-4
Ten Commandments, 16, 207-9, 213,
216
tests:
standardized, 85
see also cheating on tests
Thaler, Dick, 129, 242
Thanksgiving, offering to pay for,
67-68, 76
30-day money-back guarantees,
137
Thoreau, Henry David, 121
Tomlin, Damon, 166-68
"trial" promotions, 136-37
Tversky, Amos, 19
Twain, Mark, 24-25, 39-40, 42-43
two-cycle billing, 228
U
uniqueness, need for, 237-38
university students:
choice of major by, 141-42
procrastination among, 111-16
V
vacation planning, 10
Veladone-Rx experiment, 181-84
ventromedial prefrontal cortex
(VMPFC), 167
Vickrey, William, 28n
violence, political points of view and,
156-57
virtual ownership, online auctions and,
135-36
Vohs, Kathleen, 74-75
volunteering, 71
vulnerabilities, awareness of, 44
W
Waber, Rebecca, 181, 182-83, 266
wardrobing, 196, 223
Weisberg, Ron, xv
Wertenbroch, Klaus, 112, 266
Whitman, Walt, 40-41
"Whoever you are holding me now in
hand" (Whitman), 40-41
Williams-Sonoma, 14-15
wineglasses, taste affected by, 165
wine prices, 26-27, 29
Winston, Harry, 24
working:
activity transformed into, by
compensation, 39-43
blurring of partition between leisure
and,80,81
for free, 71
for gifts vs. payment, 72-73
under nonmonetary social norms vs.
market norms, 69-72
Wray, Nelda, 175
X
Xiang Yu, 139-40
Y
Young, Jim, 21
Z
zero, 49-63
on food labels, 61-62
history of, 50
see also F R E E !
280