Predictably Irrational_ The Hidden Force.epub - (EPUB全文下载)

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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 Penny
Aspirin Can't
CHAPTER 11

The Context of Our Character, Part I
Why We Are Dishonest, and What
We Can Do about It
CHAPTER 12

The Context of Our Character, Part II
Why Dealing with Cash Makes Us More Honest
CHAPTER 13

Beer and Free Lunches
What Is Behavioral Economics, and Where Are the Free Lunches?
Notes
Bibliography and Additional Readings
Index
Acknowledgements
About the Author
List of Collaborators
Copyright
About the Publisher
Introduction
How an Injury Led Me to Irrationality and
to the Research Described Here
I

have been told by many people that I have an unusual way of looking at the world. Over the last 20 years or so of my research career, it's enabled me to have a lot of fun figuring out what really influences our decisions in daily life (as opposed to what we think, often with great confidence, influences them).
Do you know why we so often promise ourselves to diet, only to have the thought vanish when the dessert cart rolls by?
Do you know why we sometimes find ourselves excitedly buying things we don't really need?
Do you know why we still have a headache after taking a one-cent aspirin, but why that same headache vanishes when the aspirin costs 50 cents?
Do you know why people who have been asked to recall the Ten Commandments tend to be more honest (at least immediately afterward) than those who haven't? Or why honor code ............

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