Ariely, Dan, 2008, Predictably Irrational: The Hidden Forces That Shape Our Decisions, Harper Collins, NY.
Scarcity Article references Chapter 4: View Download.
Contents
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__ View Download
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 1O
The Power of Price:
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
Index of Ideas