IndexDescartes, Rene, 43diet, procrastination and self-controland, 110-11, 116discounts:discounting of quality along with,183-87relativity and, 19-20dishonesty, 195-230congressional initiatives against,204-6contemplation of moral benchmarksand, 206-9, 213corporate scandals and, 196, 204,214, 219, 222-23cost-benefit analysis and, 202-3, 204decline of professional ethics and,209-11,213-14easier when removed from cash,217-30expense reports and, 223-24human nature and, 226-27oaths and, 208-9, 211-13rationalization of, 219, 222, 224,225-27, 229risk of being caught and, 201, 204small acts of, 197, 204, 217-18,227-28standard-issue criminal activitiesand,195, 196-97wardrobing and, 196, 223see also cheating on tests; honestyDr. Jekyll and Mr. Hyde (Stevenson), 98"door game," 143-48dopamine, 168dorsolateral aspect of prefrontal cortex(DLPFC), 167drinks:energy, impact of price and hype onefficacy of, 184-87expectations and taste of, see tasteordering process and enjoyment of,231-38driving:teenage, foiling unsafe behavior in,102-3test, expectations and, 161drugs, war on, customs agents'willingness to risk life in, 84Duke University basketball tickets,127-33Dunkin' Donuts, moving anchor toStarbucks from, 37-39DVD players, FREE! DVD offers and, 55Eearmarking, congressional restrictionson,204-5Ebbers, Bernie, 223economics, standard:arbitrary coherence at odds with, 43,45,47-48behavioral economics vs., xviii-xx,239-40cost-benefit analysis in, 64-65human rationality assumed in, xix,xx,239-40supply and demand in, 45-46Economist subscription offers, 1-3,4-6, 9-10education, 84-86igniting social passion for, 85-86"No Child Left Behind" policy and, 85"elderly," behavior affected by primingconcept of, 170-71empirical tests, in science, xv-xviemployees:payment of, see compensation;salariessocial vs. market norms incompanies' relations with, 80-84theft and fraud at workplace ascribedto,195-96endowment effect, 129-35energy drinks, impact of price and hypeon efficacy of, 184-87Enron scandal, 196, 204, 219envy, comparisons and, 15-19epidurals, 103-4Escape from Freedom (Fromm), 148Europe, savings rate in, 109exercise, procrastination and, 111expectations, 155-72beer experiments and, 157-59,161-62,163-64,172brand associations of Coke and Pepsiand,166-68272
Indexconflicts and, 156-57,171-72depth of description in caterers'offerings and, 164exotic-sounding ingredients and,164-65football plays and, 155-56, 171garage sales and, 162-63knowledge before vs. after experienceand,161-64marketing hype and, 186-87physiology of experience altered by,161-64,166-68placebo effect and, 173-94; see alsoplacebo effectsports car test drives and, 161stereotypes and, 168-71taste and, 157-68upscale coffee ambience and, 159-60wineglasses and, 165expense reports, dishonesty in, 223-24experience, not learning from, xviiexperiments:extrapolation of findings in, xxi-xxiiisolating individual forces in, xxisee also specific topicsFFastow, Andrew, 219fines, in social context, 76-77first decisions:power of, 44shape of our lives and, 43translation of, into long-term habits,36-39see also anchoringfirst impressions:imprinting and, 25, 34, 43see also arbitrary coherenceFiske, Alan, 68food:expectations and taste of, 164-65ordering process and enjoyment of,237-38see also tastefood labels, allure of "zero" on, 61-62football plays, expectations andperception of, 155-56, 171Ford Motor Company, 119-21France, Amazon's FREE! shippingpromotion in, 59, 62Frederick, Shane, 157, 161, 262FREE!, 49-63Amazon gift certificate offer and, 58AOL price structure and, 59-60checking accounts or mortgages and,60chocolate pricing experiment and,51-54, 64-65exchanges and,55-58fear of loss and, 54-55high-definition DVD players and, 55history of zero and, 50museum admission fees and, 61oil changes with car purchases and,60-61preventive health care and, 62-63rational cost-benefit analysis and,64-65shipping offers on orders over acertain amount and, 58-59, 62social policy and, 62-63time considerations and, 61free, working for, 71free lunches, 240-44free market, 47-48free trade, 47-48Frenk, Hanan, xvfrequent-flyer miles, 227-28Freud, Sigmund, 98, 203friendly requests, social norms and, 68,70-71,73-74,77-78Fromm, Erich, 148functional magnetic resonance imaging(fMRI), taste test of Coke andPepsi and, 166-68furniture, assembling, pride ofownership and, 135Ggarage sales, 129-30, 162-63gasoline, price increases and demandfor, 47Gell-Mann, Murray, 244gender stereotypes, 169Gerbi (Italian physician), 177gift certificate experiment, 58273
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C HAPTE R 9The Effect of Expectatio
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