Predictably Irrational: The Hidden Forces that Shape Our Decisions
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Dan Ariely. Predictably Irrational: The Hidden Forces that Shape Our Decisions
Copyright
Table of Contents
IntroductionHow an Injury Led Me to Irrationality and to the Research Described Here
CHAPTER 1The Truth about Relativity. Why Everything Is Relative—Even When It Shouldn't Be
CHAPTER 2The Fallacy of Supply and Demand. Why the Price of Pearls—and Everything Else—Is Up in the Air
CHAPTER 3The Cost of Zero Cost. Why We Often Pay Too Much When We Pay Nothing
APPENDIX: CHAPTER 3
CHAPTER 4The Cost of Social Norms. Why We Are Happy to Do Things, but Not When We Are Paid to Do Them
CHAPTER 5The Influence of Arousal. Why Hot Is Much Hotter Than We Realize
Safe Sex
Safe Driving
Better Life Decisions
APPENDIX: CHAPTER 5
CHAPTER 6The Problem of Procrastination and Self-Control. Why We Can't Make Ourselves Do What We Want to Do
Health Care
Savings
CHAPTER 7The High Price of Ownership. Why We Overvalue What We Have
CHAPTER 8Keeping Doors Open. Why Options Distract Us from Our Main Objective
CHAPTER 9The Effect of Expectations. Why the Mind Gets What It Expects
CHAPTER 10The Power of Price. Why a 50-Cent Aspirin Can Do What a Penny Aspirin Can't
CHAPTER 11The Context of Our Character, Part I. Why We Are Dishonest, and What We Can Do about It
CHAPTER 12The Context of Our Character, Part II. Why Dealing with Cash Makes Us More Honest
CHAPTER 13Beer and Free Lunches. What Is Behavioral Economics, and Where Are the Free Lunches?
If you enjoyed Predictably Irrational, check out this other great Dan Ariely title
Notes
Bibliography and Additional Readings
Introduction
Chapter 1: The Truth about Relativity
Chapter 2: The Fallacy of Supply and Demand
RELATED READINGS
Chapter 3: The Cost of Zero Cost
RELATED READINGS
Chapter 4: The Cost of Social Norms
RELATED READINGS
Chapter 5: The Influence of Arousal
RELATED READINGS
Chapter 6: The Problem of Procrastination and Self-Control
RELATED READINGS
Chapter 7: The High Price of Ownership
RELATED READINGS
Chapter 8: Keeping Doors Open
RELATED READINGS
Chapter 9: The Effect of Expectations
RELATED READINGS
Chapter 10: The Power of Price
RELATED READINGS
Chapters 11 and 12: The Context of Our Character, Parts I and II
RELATED READINGS
Chapter 13: Beer and Free Lunches
RELATED READINGS
Index
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
Thanks
List of Collaborators. On Amir
Marco Bertini
Ziv Carmon
Shane Frederick
James Heyman
Leonard Lee
Jonathan Levav
George Loewenstein
Nina Mazar
Elie Ofek
Yesim Orhun
Drazen Prelec
Kristina Shampanier
Jiwoong Shin
Baba Shiv
Rebecca Waber
Klaus Wertenbroch
About the Author
About the Publisher
Отрывок из книги
I have been told by many people that I have an unusual way of looking at the world. Over the last 20 years or so of my research career, it's enabled me to have a lot of fun figuring out what really influences our decisions in daily life (as opposed to what we think, often with great confidence, influences them).
Do you know why we so often promise ourselves to diet, only to have the thought vanish when the dessert cart rolls by?
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It was now time for the main part of the experiment. I took all the sets of pictures and made my way over to the student union. Approaching one student after another, I asked each to participate. When the students agreed, I handed them a sheet with three pictures (as in the illustration here). Some of them had the regular picture (A), the decoy of that picture (−A), and the other regular picture (B). Others had the regular picture (B), the decoy of that picture (−B), and the other regular picture (A).
For example, a set might include a regular Clooney (A), a decoy Clooney (−A), and a regular Pitt (B); or a regular Pitt (B), a decoy Pitt (−B), and a regular Clooney (A). After selecting a sheet with either male or female pictures, according to their preferences, I asked the students to circle the people they would pick to go on a date with, if they had a choice. All this took quite a while, and when I was done, I had distributed 600 sheets.
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