PredictablyIrrational,RevisedandExpanded.epub - (EPUB全文下载)

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Predictably irrational
revised
and expanded
edition
The Hidden Forces
That Shape Our Decisions
Dan Ariely
Dedication
To my mentors, colleagues, and students—
who make research exciting
Contents
DEDICATION
INTRODUCTION
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 Power of a Free Cookie
CHAPTER
6 - The Influence of Arousal
Why Hot Is Much Hotter Than We Realize
CHAPTER
7 - The Problem of Procrastination and Self-Control
Why We Can’t Make Ourselves Do What We Want to Do
CHAPTER
8 - The High Price of Ownership
Why We Overvalue What We Have
CHAPTER
9 - Keeping Doors Open
Why Options Distract Us from Our Main Objective
CHAPTER
10 - The Effect of Expectations
Why the Mind Gets What It Expects
CHAPTER
11 - The Power of Price
Why a 50-Cent Aspirin Can Do What a Penny Aspirin Can’t
CHAPTER
12 - The Cycle of Distrust
CHAPTER
13 - The Context of Our Character, Part I
Why We Are Dishonest, and What We Can Do about It
CHAPTER
14 - The Context of Our Character, Part II
Why Dealing with Cash Makes Us More Honest
CHAPTER
15 - Beer and Free Lunches
What Is Behavioral Economics, and Where Are the Free Lunches?
THANKS
LIST OF COLLABORATORS
NOTES
BIBLIOGRAPHY AND ADDITIONAL READINGS
ABOUT THE AUTHOR
PRAISE FOR PREDICTABLY IRRATIONAL
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 ............

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