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APPENDIX: CHAPTER 11The Ten CommandmentsI am the Lord your God, you shall haveno other gods before me.You shall not take the name of the Lord your God in vain.Keep holy the Sabbath day.Honor your father and your mother.You shall not kill.You shall not commit adultery.You shall not steal.You shall not bear false witness.You shall not covet your neighbor's wife.You shall not covet your neighbor's goods.216
The Context of OurCharacter, Part IIWhy Dealing with Cash Makes Us More HonestMany of the dormitories at MIT have common areas,where sit a variety of refrigerators that can be used bythe students in the nearby rooms. One morning at abouteleven, when most of the students were in class, I slipped intothe dorms and, floor by floor, went hunting for all the sharedrefrigerators that I could find.When I detected a communal fridge, I inched toward it.Glancing cautiously around, I opened the door, slipped in asix-pack of Coke, and walked briskly away. At a safe distance,I paused and jotted down the time and the location ofthe fridge where I had left my Cokes.Over the next few days I returned to check on my Cokecans. I kept a diary detailing how many of them remained inthe fridge. As you might expect, the half-life of Coke in a collegedorm isn't very long. All of them had vanished within 72hours. But I didn't always leave Cokes behind. In some of the
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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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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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Page 197 and 198: the effect of expectationsthe way,
Page 199 and 200: the effect of expectationsResearch
Page 201 and 202: the effect of expectationsthe crux
Page 203 and 204: C HAPTE R I OThe Power of PriceWhy
Page 205 and 206: the power of priceremoved. The thir
Page 207 and 208: the power of pricefunerals. By 1785
Page 209 and 210: the power of pricebetter. And if yo
Page 211 and 212: the power of pricethe common cold a
Page 213 and 214: the power of pricewith the same gre
Page 215 and 216: the power of priceworkouts. Both gr
Page 217 and 218: the power of pricesage on the bottl
Page 219 and 220: the power of priceis nothing "just"
Page 221 and 222: the power of priceabout placebos an
Page 223 and 224: the power of priceing wasn't silky
Page 225 and 226: CHAPTERItThe Context of OurCharacte
Page 227 and 228: the context of our character, part
Page 245: the context of our character, part
Page 261 and 262: CHAPTER 1 3Beer and Free LunchesWha
Page 263 and 264: beer and free lunchesthe beer ourse
Page 265 and 266: beer and free lunchesJonathan and I
Page 267 and 268: beer and free luncheswho was his wi
Page 269 and 270: beer and free lunchesBut there's a
Page 271 and 272: beer and free lunchesnew strategies
Page 273 and 274: beer and free luncheswe should cons
Page 275 and 276: ThanksOver the years I have been fo
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Page 280 and 281: list of collaboratorsmatch—an ove
Page 282 and 283: list of collaboratorsGeorge is curr
Page 284 and 285: list of collaboratorsworking togeth
Page 286 and 287: notes9. Sarah Bakewell, "Cooking wi
Page 289 and 290: Bibliography andAdditional Readings
Page 291 and 292: bibliography and additionalreadings
Page 293 and 294: bibliography and additionalreadings
Page 295 and 296: bibliography and additional reading
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bibliography and additionalreadings
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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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