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PREDICTABLY IRRATIONAL. Copyright © 2008 by Dan Ariely. Allrights reserved. Printed in the United States of America. No part of thisbook may be used or reproduced in any manner whatsoever withoutwritten permission except in the case of brief quotations embodied incritical articles and reviews. For information, address HarperCollinsPublishers, 10 East 53rd Street, New York, NY 10022.HarperCollins books may be purchased for educational, business, orsales promotional use. For information, please write: Special MarketsDepartment, HarperCollins Publishers, 10 East 53rd Street, New York,NY 10022.Designed by Renato StanisicLibrary of Congress Cataloging-in-Publication Data is available uponrequest.ISBN: 978-0-06-135323-908 09 10 11 12 WBC/RRD 10 9 8 7 6
To my mentors, colleagues, and students—who make research exciting
Page 3 and 4: USA $25.95CANADA $27.95• Why do o
Page 5: Predictably Irrational—it's not w
Page 9: predictablyirrationalThe Hidden For
Page 14 and 15: contentsCHAPTER 4The Cost of Social
Page 17 and 18: IntroductionHow an Injury Led Me to
Page 19 and 20: introductionsion of a large magnesi
Page 21 and 22: introductionprofoundly changed my o
Page 23 and 24: introductionmy results, in the hope
Page 25 and 26: introductionconfusing them. We can
Page 27 and 28: introductionAs YOU WILL see in the
Page 29: predictablyirrational
Page 32 and 33: predictably irrationalI read these
Page 34 and 35: predictably irrationalWhich one wou
Page 36 and 37: predictably irrationalWould the stu
Page 38 and 39: predictably irrationalincredulously
Page 40 and 41: predictably irrationalthe three opt
Page 42 and 43: predictably irrationalAllen with hi
Page 44 and 45: predictably irrationalnary students
Page 46 and 47: predictably irrationalIt was for go
Page 48 and 49: predictably irrationalpushing towar
Page 50 and 51: predictably irrationalyour suit. Yo
Page 53 and 54: CHAPTER 2The Fallacy of Supplyand D
Page 55 and 56: the fallacy of supply and demandSaw
Page 57 and 58: the fallacy of supply and demandan
Page 59 and 60: the fallacy of supply and demandAve
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the fallacy of supply and demandTex
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the fallacy of supply and demandwe
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the fallacy of supply and demandsom
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the fallacy of supply and demandBut
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the fallacy of supply and demandWhe
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the fallacy of supply and demandany
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the fallacy of supply and demandwag
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the fallacy of supply and demandwe
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the fallacy of supply and demandThe
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CHAPTER 3The Cost of Zero CostWhy W
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the cost of zero costhas huge impli
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the cost of zero costTo replicate t
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the cost of zero costdecision—the
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thecost of zero costone of the kids
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the cost of zero costtomer bought a
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the cost of zero costbroke—but th
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thecost of zero costchecks, diabete
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the cost of zero costpected pleasur
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predictably irrationalup red-faced;
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predictably irrationalIn this exper
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predictably irrationalthat this was
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predictably irrationaleven a small
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predictably irrationalYes, your dat
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predictably irrationalor to watch o
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predictably irrationalline—you mi
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predictably irrationalall, people b
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predictably irrationaltrust? What w
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predictably irrationaleducation and
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predictably irrationalThe answer, I
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predictably irrationalwere smack in
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predictably irrationaldarkened room
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predictably irrationalkeys on the c
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predictably irrationalof erotic pic
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predictably irrationalgaze back at
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predictably irrationalunfamiliar? I
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predictably irrationalcarrying a co
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predictably irrationalbe similar to
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APPENDIX: CHAPTER 5A complete list
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predictably irrationalTABLE 3RATE Y
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predictably irrationalhad to have e
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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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Page 300 and 301:
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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