"First published as a Norton paperback 2016"--Title page verso.

I. Beginnings: 1970-78 : Supposedly irrelevant factors -- The endowment effect -- The list -- Value theory -- California dreamin' -- The gauntlet -- II. Mental accounting: 1979-85 : Bargains and rip-offs -- Sunk costs -- Buckets and budgets -- At the poker table -- III. Self-control: 1975-88 : Willpower? No problem -- The planner and the doer -- Interlude : Misbehaving in the real world -- IV. Working with Danny: 1984-85 : What seems fair? -- Fairness games -- Mugs -- V. Engaging with the economics profession: 1986-94 : The debate begins -- Anomalies -- Forming a team -- Narrow framing on the Upper East Side -- VI. Finance: 1983-2003 : The beauty contest -- Does the stock market overreact? -- The reaction to overreaction -- The price is not right -- The battle of closed-end funds -- Fruit flies, icebergs, and negative stock prices -- VII. Welcome to Chicago: 1995-present : Law schooling -- The offices -- Football -- Game shows -- VIII. Helping out: 2004-present : Save more tomorrow -- Going public -- Nudging in the U.K. -- Conclusion : What is next?

"Coupling recent discoveries in human psychology with a practical understanding of incentives and market behavior, Thaler enlightens readers about how to make smarter decisions in an increasingly mystifying world. He reveals how behavioral economic analysis opens up new ways to look at everything from household finance to assigning faculty offices in a new building, to TV game shows, the NFL draft, and businesses like Uber"--Amazon.

Includes bibliographical references (pages 373-391) and index.

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