Why People (Don't) Buy : The Go and Stop Signals (Paperback, 1st ed. 2015)

1. THE 100 CALORIES PARADOX The GO-STOP Signal Framework 2. JC PENNEY: THE FAIR AND SQUARE STRATEGY Removing Price Promotions Can Strengthen the STOP signal 3. TATA NANO: THE CHEAPEST CAR Low Price Can Weaken the GO Signal 4. HEDGEHOGS AND FOXES Mispredicting Consumer Behavior 5. UNDER-PRICED NYC RESTAURANTS When Does Low Price Weaken the GO Signal? 6. DID CREDIT CARDS MAKE AMERICA FAT? Unintended Consequences of Technology 7. IS $451,563 SMALLER THAN $450,000? Heuristic Inferences 8. PAYING FOR MEDICINES AND TICKLE-ME ELMO Unfairness Cues Strengthen the STOP Signal 9. WHY PAYING PEOPLE TO DONATE BLOOD DOESN'T PAY Monetary Incentives Can Weaken the GO Signal 10. BEHAVIORAL AUDIT FOR STRATEGIC DECISIONS Measuring GO AND STOP signals