Incluye referencias bibliográficas (páginas 339-349)

Introduction: How an injury led me to irrationality and to the research described here -- Chapter I: Truth about relativity: why everything is relative - even when it shouldn't be -- Chapter 2: 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 power of a free cookie -- how free can make us less selfish -- Chapter 6: The Influence of arousal : why hot is much hotter than we realize -- Chapter 7: The Problem of procrastination and self-control : why we can't make ourselves do what we want to do -- Chapter 8: The High price of ownership : why we overvalue what we have -- Chapter 9: Keeping doors open: why options distract us from our main objective -- Chapter 10: The Effect of expectations: why the mind gets what it expects -- Chapter 11: The Power of price : why a 50-cent aspirin can do what a penny aspirin can't -- Chapter 12: The cycle of distrust why we don’t believe what marketers tell us -- Chapter 13: The Context of our character, part 1 : why we are dishonest, and what we can do about it -- Chapter 14: Context of our character, part 2 : why dealing with cash makes us more honest -- Chapter 15: Beer and free lunches : what is behavioral economics, and where are the free lunches?.