本 - Predictably Irrational 予想どおりに不合理 (2009/3)

Introduction: How an Injury Led Me to Irrationality and to the Research Described Here
Chapter 1. The Truth about Relativity: Why Everything Is Relative--Even When It Shouldn't Be
Chapter 2. The Fallacy of Supply and Demand: Why the Price of Pearls--and Everything Else--Is Up in the Air
Chapter 3. The Cost of Zero Cost: Why We Often Pay Too Much When We Pay Nothing
Chapter 4. The Cost of Social Norms: Why We Are Happy to Do Things, but Not When We Are Paid to Do Them
Chapter 5. The Power of a Free Cookie: How free Can Make Us Less Selfish
Chapter 6. The Influence of Arousal: Why Hot Is Much Hotter Than We Realize
Chapter 7. The Problem of Procrastination and Self-Control: Why We Can't Make Ourselves Do What We Want to Do
Chapter 8. The High Price of Ownership: Why We Overvalue What We Have
Chapter 9. Keeping Doors Open: Why Options Distract Us from Our Main Objective
Chapter 10. The Effect of Expectations: Why the Mind Gets What It Expects
Chapter 11. The Power of Price: Why a 50-Cent Aspirin Can Do What a Penny Aspirin Can't
Chapter 12. The Cycle of Distrust: Why We Don't Believe What Marketers Tell Us
Chapter 13. The Context of Our Character, Part I: Why We Are Dishonest, and What We Can Do about It
Chapter 14. The Context of Our Character, Part II: Why Dealing with Cash Makes Us More Honest
Chapter 15. Beer and Free Lunches: What Is Behavioral Economics, and Where Are the Free Lunches?
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