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predictably irrationalTABLE 3RATE YOUR TENDENCY TO USE, AND OUTCOMESOF NOT USING, BIRTH CONTROLQuestion Nonaroused Aroused Difference,percentBirth control is the woman'sresponsibility. 34 44 29A condom decreases sexualpleasure. 66 78 18A condom interferes with sexualspontaneity. 58 73 26Would you always use a condom ifyou didn't know the sexual historyof a new sexual partner? 88 69 22Would you use a condom even ifyou were afraid that a womanmight change her mind while youwent to get it? 86 60 30108
CHAPTER 6The Problem ofProcrastination andSelf-ControlWhy We Can't Make Ourselves DoWhat We Want to DoOnto the American scene, populated by big homes, bigcars, and big-screen plasma televisions, comes anotherbig phenomenon: the biggest decline in the personal savingsrate since the Great Depression.Go back 25 years, and double-digit savings rates were thenorm. As recently as 1994 the savings rate was nearly five percent.But by 2006 the savings rate had fallen below zero—tonegative one percent. Americans were not only not saving;they were spending more than they earned. Europeans do alot better—they save an average of 20 percent. Japan's rate is25 percent. China's is 50 percent. So what's up with America?I suppose one answer is that Americans have succumbedto rampant consumerism. Go back to a home built before we
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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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predictably irrationalAllen with hi
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predictably irrationalnary students
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predictably irrationalIt was for go
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predictably irrationalpushing towar
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predictably irrationalyour suit. Yo
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CHAPTER 2The Fallacy of Supplyand D
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the fallacy of supply and demandSaw
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the fallacy of supply and demandan
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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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Page 136 and 137: APPENDIX: CHAPTER 5A complete list
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Page 185 and 186: C HAPTE R 9The Effect of Expectatio
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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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