| 청구기호 |
BF448 .A75 2009 |
| 형태사항 |
xxii, 280 p., ill. ; 20 cm.
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| 언어 |
English |
| 일반주기 |
Originally published: USA : HarperCollins, 2008.
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| 서지주기 |
Includes bibliographical references and index.
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| 내용 |
Introduction : 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.
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| 주제 |
Decision making.
Judgment.
Economics --Psychological aspects.
Reasoning (Psychology)
Consumer behavior.
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| ISBN |
9780007256532 (pbk.)
0007256531 (pbk.)
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