Predictably Irrational_ The Hidden Force.epub

predictably irrational The Hidden Forces That Shape Our Decisions Dan Ariely To my mentors, colleagues, and students — who make research exciting Table of Contents I NTRODUCTION 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 Influence of Arousal Why Hot Is Much Hotter Than We Realize CHAPTER 6 The Problem of Procrastination and Self-Control Why We Can't Make Ourselves Do What We Want to Do CHAPTER 7 The High Price of Ownership Why We Overvalue What We Have CHAPTER 8 Keeping Doors Open Why Options Distract Us from Our Main Objective CHAPTER 9 The Effect of Expectations Why the Mind Gets What It Expects CHAPTER 10 The Power of Price Why a 50-Cent Aspirin Can Do What a Pe......