Introduction : How an injury led me to irrationality and to the research described here
ch. 1. The truth about relativity : why everything is relative, even when it shouldn't be
ch. 2. The fallacy of supply and demand : why the price of pearls, and everything else, is up in the air
ch. 3. The cost of zero cost : why we often pay too much when we pay nothing
ch. 4. The cost of social norms : why we are happy to do things, but not when we are paid to do them
ch. 5. The influence of arousal : why hot is much hotter than we realize
ch. 6. The problem of procrastination and self-control : why we can't make ourselves do what we want to do
ch. 7. The high price of ownership : why we overvalue what we have
ch. 8. Keeping doors open : why options distract us from our main objective
ch. 9. The effect of expectations : why the mind gets what it expects
ch. 10. The power of price : why a 50-cent aspirin can do what a penny aspirin can't
ch. 11. The context of our character, part 1 : why we are dishonest, and what we can do about it
ch 12. The context of our character, part 2 : why dealing with cash makes us more honest
13. Beer and free lunches : what is behavioral economics, and where are the free lunches?
Reflections and anecdotes about some of the chapters
Thoughts about the subprime mortgage crisis and its consequences
List of collaborators Notes
Bibliography and additional readings
