predictable

bibliography and additional readings
Stereotype Activation on Action," Journal of Personality and
Social Psychology (1996).
Margaret Shin, Todd Pittinsky, and Nalini Ambady, "Stereotype
Susceptibility: Identity Salience and Shifts in Quantitative
Performance," Psychological Science (1999).
Sam McClure, Jian Li, Damon Tomlin, Kim Cypert,
Latané Montague, and Read Montague, "Neural Correlates
of Behavioral Preference for Culturally Familiar Drinks,"
Neuron (2004).
Leonard Lee, Shane Frederick, and Dan Ariely, "Try It,
You'll Like It: The Influence of Expectation, Consumption,
and Revelation on Preferences for Beer," Psychological Science
(2006).
Marco Bertini, Elie Ofek, and Dan Ariely, "To Add or
Not to Add? The Effects of Add-Ons on Product Evaluation,"
Working Paper, HBS (2007).
RELATED READINGS
George Loewenstein, "Anticipation and the Valuation of
Delayed Consumption," Economic Journal (1987).
Greg Berns, Jonathan Chappelow, Milos Cekic, Cary
Zink, Giuseppe Pagnoni, and Megan Martin-Skurski, "Neurobiological
Substrates of Dread," Science (2006).
BASED ON
Chapter 10: The Power of Price
Leonard Cobb, George Thomas, David Dillard, Alvin
Merendino, and Robert Bruce, "An Evaluation of Internal
Mammary Artery Ligation by a Double-Blind Technic,"
New England Journal of Medicine (1959).
Bruce Moseley, Kimberly O'Malley, Nancy Petersen, Terri
Menke, Baruch Brody, David Kuykendall, John Hollingsworth,
265