Predictably Irrational (Paperback, 영국판)

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 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?

Thanks
List of Collaborators
Notes
Bibliography and Additional Readings
Index