| 청구기호 |
BF448 .A75 2009 |
| 형태사항 |
xxxii, 368 p. : ill. ; 23 cm.
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| 일반주기 |
"Originally published in 2008, in a different format, by HarperCollins Publishers."--T.p. verso.
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| 서지주기 |
Includes bibliographical references (p. [259]-267) and index.
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| 내용 |
Introduction : How an injury led me to irrationality and to the research described here -- ch. 1. Truth about relativity : why everything is relative, even when it shouldn't be -- ch. 2. Fallacy of supply and demand : why the price of pearls, and everything else, is up in the air -- ch. 3. Cost of zero cost : why we often pay too much when we pay nothing -- ch. 4. Cost of social norms : why we are happy to do things, but not when we are paid to do them -- ch. 5. Influence of arousal : why hot is much hotter than we realize -- ch. 6. Problem of procrastination and self-control : why we can't make ourselves do what we want to do -- ch. 7. 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. Effect of expectations : why the mind gets what it expects -- ch. 10. Power of price : why a 50-cent aspirin can do what a penny aspirin can't -- ch. 11. Context of our character, part 1 : why we are dishonest, and what we can do about it -- ch 12. 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? -- 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 -- Thanks -- List of collaborators -- Notes -- Bibliography and additional readings -- Index.
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| 주제 |
Decision making.
Economics -- Psychological aspects.
Consumer behavior.
Decision making. -- sears
Thought and thinking. -- sears
Reasoning. -- sears
Economics -- Psychological aspects. -- sears
Consumers. -- sears
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| ISBN |
9780061854545 (hbk.)
0061854549
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