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Source ISBN: 9780007256525

Ebook Edition © MARCH 2009 ISBN: 9780007319923 Version: 2018-10-18

To my mentors, colleagues, and students— who make research exciting

Title Page

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 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