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predictably irrationalprice could also apply to zero calories, zero trans fats, zerocarbs, etc.? If the same general rules apply, Pepsi will sellmore cans if the label says "zero calories" than if it says "onecalorie."Suppose you are at a bar, enjoying a conversation withsome friends. With one brand you get a calorie-free beer, andwith another you get a three-calorie beer. Which brand willmake you feel that you are drinking a really light beer? Eventhough the difference between the two beers is negligible, thezero-calorie beer will increase the feeling that you're doingthe right thing, healthwise. You might even feel so good thatyou go ahead and order a plate of fries.So YOU CAN maintain the status quo with a 20-cent fee (as inthe case of Amazon's shipping in France), or you can start astampede by offering something FREE! Think how powerfulthat idea is! Zero is not just another discount. Zero is a differentplace. The difference between two cents and one centis small. But the difference between one cent and zero ishuge!If you are in business, and understand that, you can dosome marvelous things. Want to draw a crowd? Make somethingFREE! Want to sell more products? Make part of thepurchase FREE!Similarly, we can use FREE! to drive social policy. Wantpeople to drive electric cars? Don't just lower the registrationand inspection fees—eliminate them, so that you have createdFREE! In the same way, if health is your concern, focuson early detection as a way to eliminate the progression ofsevere illnesses. Want people to do the right thing—in termsof getting regular colonoscopies, mammograms, cholesterol62
thecost of zero costchecks, diabetes checks, and such? Don't just decrease thecost (by decreasing the co-pay). Make these critical proceduresFREE!I don't think most policy strategists realize that FREE! isan ace in their hand, let alone know how to play it. It's certainlycounterintuitive, in these times of budget cutbacks, tomake something FREE! But when we stop to think about it,FREE! can have a great deal of power, and it makes a lot ofsense.63
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USA $25.95CANADA $27.95• Why do o
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Predictably Irrational—it's not w
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predictablyirrationalThe Hidden For
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To my mentors, colleagues, and stud
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contentsCHAPTER 4The Cost of Social
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IntroductionHow an Injury Led Me to
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introductionsion of a large magnesi
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introductionprofoundly changed my o
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introductionmy results, in the hope
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introductionconfusing them. We can
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introductionAs YOU WILL see in the
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predictablyirrational
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predictably irrationalI read these
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predictably irrationalWhich one wou
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predictably irrationalWould the stu
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predictably irrationalincredulously
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predictably irrationalthe three opt
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Page 79 and 80: CHAPTER 3The Cost of Zero CostWhy W
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Page 136 and 137: APPENDIX: CHAPTER 5A complete list
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predictably irrationaldo family tra
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predictably irrationalsame experime
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predictably irrationaldeadlines at
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predictably irrationalcheck, which
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predictably irrationalthe best way
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predictably irrationalSavingsWe cou
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predictably irrationalDear Sumi,Thi
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predictably irrationalself-control
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predictably irrationaloutside the s
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predictably irrationalinstance, sim
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predictably irrational"All right,"
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predictably irrationalSuppose you d
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predictably irrationalstill the top
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predictably irrationalidea—whethe
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predictably irrationalantithetical
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predictably irrationallikely end up
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predictably irrationalthe correspon
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predictably irrationalthis wasn't t
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predictably irrationalwaste their c
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predictably irrationalgame. It will
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predictably irrationalHere's anothe
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C HAPTE R 9The Effect of Expectatio
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the effect of expectationsto such c
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the effect of expectationsMina and
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the effect of expectationswill be b
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the effect of expectationsget rid o
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the effect of expectationsby changi
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the effect of expectationsthe way,
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the effect of expectationsResearch
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the effect of expectationsthe crux
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C HAPTE R I OThe Power of PriceWhy
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the power of priceremoved. The thir
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the power of pricefunerals. By 1785
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the power of pricebetter. And if yo
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the power of pricethe common cold a
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the power of pricewith the same gre
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the power of priceworkouts. Both gr
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the power of pricesage on the bottl
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the power of priceis nothing "just"
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the power of priceabout placebos an
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the power of priceing wasn't silky
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CHAPTERItThe Context of OurCharacte
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the context of our character, part
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The Context of OurCharacter, Part I
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CHAPTER 1 3Beer and Free LunchesWha
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beer and free lunchesthe beer ourse
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beer and free lunchesJonathan and I
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beer and free luncheswho was his wi
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beer and free lunchesBut there's a
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beer and free lunchesnew strategies
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beer and free luncheswe should cons
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ThanksOver the years I have been fo
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thankstime in the institute's kitch
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list of collaboratorsmatch—an ove
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list of collaboratorsGeorge is curr
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list of collaboratorsworking togeth
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notes9. Sarah Bakewell, "Cooking wi
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Bibliography andAdditional Readings
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bibliography and additionalreadings
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bibliography and additional reading
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Indexarousal (continued)underpredic
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IndexDescartes, Rene, 43diet, procr
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Indexgifts:Burning Man based on exc
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Indexmoney:benefits of, 86dishonest
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Indexrelativity, 1-21bread-making m
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Indextaste (continued)exotic-soundi
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