Preface xiii
I Beginnings: 1970-78 1
1. Supposedly Irrelevant Factors 3
2. The Endowment Effect 12
3. The List 20
4. Value Theory 25
5. California Dreamin' 35
6. The Gauntlet 43
II Mental Accounting: 1979-85 55
7. Bargains and Rip-Offs 57
8. Sunk Costs 64
9. Buckets and Budgets 74
10. At the Poker Table 80
III Self-Control: 1975-88 85
11. Willpower? No Problem 87
12. The Planner and the Doer 99
Interlude 113
13. Misbehaving in the Real World 115
IV Working with Danny: 1984-85 125
14. What Seems Fair? 127
15. Fairness Games 140
16. Mugs 148
V Engaging with the Economics Profession: 1986-94 157
17. The Debate Begins 159
18. Anomalies 169
19. Forming a Team 176
20. Narrow Framing on the Upper East Side 185
VI Finance: 1983-2003 203
21. The Beauty Contest 205
22. Does the Stock Market Overreact? 216
23. The Reaction to Overreaction 225
24. The Price Is Not Right 230
25. The Battle of Closed-End Funds 237
26. Fruit Flies, Icebergs, and Negative Stock Prices 244
VII Welcome to Chicago: 1995-Present 255
27. Law Schooling 257
28. The Offices 270
29. Football 277
30. Game Shows 295
VIII Helping Out: 2004-PRESENT 307
31. Save More Tomorrow 309
32. Going Public 323
33. Nudging in the U.K. 330
Conclusion: What Is Next? 347
Notes 359
Bibliography 373
List of Figures 393
Acknowledgments 395
Index 399