From the Book - Revised and expanded edition.
How an injury led me to irrationality and to the research described here
Truth about relativity: why everything is relative, even when it shouldn't be
Fallacy of supply and demand: why the price of pearls, and everything else, is up in the air
Cost of zero cost: why we often pay too much when we pay nothing
Cost of social norms: why we are happy to do things, but not when we are paid to do them
Influence of arousal: why hot is much hotter than we realize
Problem of procrastination and self-control: why we can't make ourselves do what we want to do
High price of ownership: why we overvalue what we have
Keeping doors open: why options distract us from our main objective
Effect of expectations: why the mind gets what it expects
Power of price: why a 50-cent aspirin can do what a penny aspirin can't
Context of our character, part 1: why we are dishonest, and what we can do about it
Context of our character, part 2: why dealing with cash makes us more honest
Beer and free lunches: what is behavioral economics, and where are the free lunches?
Bonus material added for the revised and expanded edition: reflections and anecdotes about some of the chapters
Thoughts about the subprime mortgage crisis and its consequences.