Predictably irrational : the hidden forces that shape our decisions / Dan Ariely.

Incluye referencias bibliográficas (p. [339]\349) e índice.

The -- truth about relativity : why everything is relative, even when it shouldn't be. \\ The -- fallacy of supply and demand : why the price of pearls, and everything else, is up in the air. \\ The -- cost of zero cost : why we often pay too much when we pay nothing. \\ The -- cost of social norms : why we are happy to do things, but not when we are paid to do them. \\ The -- power of a free cookie : how free can make us less selfish. \\ The -- influence of arousal : why hot is much hotter than we realize. \\ The -- problem of procrastination and self\control : why we can't make ourselves do what we want to do. \\ The -- high price of ownership : why we overvalue what we have. \\ -- Keeping doors open : why options distract us from our main objective. \\ The -- effect of expectations : why the mind gets what it expects. \\ The -- power of price : why a 50\cent aspirin can do what a penny aspirin can't. \\ The -- cycle of distrust : why we don't believe what marketers tell Us. \\ The -- context of our character, part I : why we are dishonest, and what we can do about it. \\ The -- context of our character, part II : why dealing with cash makes us more honest. \\ -- Beer and free lunches : what is behavioral economics, and where are the free lunches?. \\ -- Thaks. \\ -- List of collaborators.