Predictably Irrational

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Summary

Why do our headaches persist after we take a one-cent aspirin but disappear when we take a fifty-cent aspirin?

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Introduction: How an Injury Led Me to Irrationality and to the Research Described Here	p. xi
The Truth about Relativity: Why Everything Is Relative—Even When It Shouldn't Be	p. 1
The Fallacy of Supply and Demand: Why the Price of Pearls—and Everything Else—Is Up in the Air	p. 25
The Cost of Zero Cost: Why We Often Pay Too Much When We Pay Nothing	p. 55
The Cost of Social Norms: Why We Are Happy to Do Things, but Not When We Are Paid to Do Them	p. 75
The Power of a Free Cookie: How free Can Make Us Less Selfish	p. 103
The Influence of Arousal: Why Hot Is Much Hotter Than We Realize	p. 119
The Problem of Procrastination and Self-Control: Why We Can't Make Ourselves Do What We Want to Do	p. 139
The High Price of Ownership: Why We Overvalue What We Have	p. 167
Keeping Doors Open: Why Options Distract Us from Our Main Objective	p. 183
The Effect of Expectations: Why the Mind Gets What It Expects	p. 199
The Power of Price: Why a 50-Cent Aspirin Can Do What a Penny Aspirin Can't	p. 225
The Cycle of Distrust: Why We Don't Believe What Marketers Tell Us	p. 251
The Context of Our Character, Part I: Why We Are Dishonest, and What We Can Do about It	p. 271
The Context of Our Character, Part II: Why Dealing with Cash Makes Us More Honest	p. 295
Beer and Free Lunches: What Is Behavioral Economics, and Where Are the Free Lunches?	p. 309
Thanks	p. 323
List of Collaborators	p. 327
Notes	p. 335
Bibliography and Additional Readings	p. 339
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