Thanks O ver the years I have been fortunate to work on joint re- search projects with smart, creative, generous individu- als. The research described in this book is largely an outcome of their ingenuity and insight. These individuals are not only great researchers, but also close friends. They made this re- search possible. Any mistakes and omissions in this book are mine. (Short biographies of these wonderful researchers follow.) In addition to those with whom I have collaborated, I also want to thank my psychology and economics colleagues at large. Each idea I ever had, and every paper I ever wrote, was influenced either explicitly or implicitly by their writing, ideas, and creativity. Science advances mainly through a se- ries of small steps based on past research, and I am fortunate to be able to take my own small steps forward from the foun- dation laid down by these remarkable researchers. At the end of this book, I have included some references for other aca- demic papers related to each of the chapters. These should thanks give the avid reader an enhanced perspective on, and the background and scope of, each topic. (But of course this isn't a complete list.) Much of the research described in this book was carried out while I was at MIT, and many of the participants and research assistants were MIT students. The results of the experiments highlight their (as well as our own) irrationali- ties, and sometimes poke fun at them, but this should not be confused with a lack of caring or a lack of admiration. These students are extraordinary in their motivation, love of learning, curiosity, and generous spirit. It has been a privilege to get to know you all—you even made Boston's winters worth- while! Figuring out how to write in "non-academese" was not easy, but I got a lot of help along the way. My deepest thanks to Jim Levine, Lindsay Edgecombe, Elizabeth Fisher, and the incredible team at the Levine Greenberg Literary Agency. I am also indebted to Sandy Blakeslee for her in- sightful advice; and to Jim Bettman, Rebecca Waber, Ania Jakubek, Carlie Burck, Bronwyn Fryer, Devra Nelson, Janelle Stanley, Michal Strahilevitz, Ellen Hoffman, and Megan Hogerty for their role in helping me translate some of these ideas into words. Special thanks to my writing partner, Erik Calonius, who contributed many of the real- world examples found in these pages, in a style that helped me tell this story as well as it could be told. Special thanks also go to my trusting, supporting, and helpful editor at HarperCollins, Claire Wachtel. I wrote the book while visiting the Institute for Advanced Study at Princeton. I cannot imagine a more ideal environ- ment in which to think and write. I even got to spend some 246 thanks time in the institute's kitchen, learning to chop, bake, sauté, and cook under the supervision of chefs Michel Reymond and Yann Blanchet—I couldn't have asked for a better place to expand my horizons. Finally, thanks to my lovely wife, Sumi, who has listened to my research stories over and over and over and over. And while I hope you agree that they are somewhat amusing for the first few reads, her patience and willingness to repeatedly lend me her ear merits sainthood. Sumi, tonight I will be home at seven-fifteen at the latest; make it eight o'clock, maybe eight-thirty; I promise. 247 [...]... Daniel Kahneman, " T h e Framing of Decisions and the Psychology of Choice," Science (1981) Joel Huber, John Payne, and Chris Puto, "Adding Asym­ metrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis," Journal of Consumer Re­ search (1982) Itamar Simonson, "Choice Based on Reasons: The Case of Attraction and Compromise Effects," Journal sumer Research of Con­ (1989)... Psychology, Journal Vol 37 (1979), 12-24 Margaret S Clark, "Record Keeping in Two Types of Re­ lationships," Journal of Personality and Social Psychology, Vol.47 (1984), 549-557 Alan Fiske, "The Four Elementary Forms of Sociality: Framework for a Unified Theory of Social Relations," Psy­ chological Review (1992) Pankaj Aggarwal, "The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior," Journal... a Positive Theory of Consumer Choice," journal of Economic (1980) 263 Behavior and Organization bibliography and additional readings Jack Knetsch, "The Endowment Effect and Evidence of Nonreversible Indifference Curves," American Review, Economic Vol 79 (1989), 1277-1284 Daniel Kahneman, Jack Knetsch, and Richard Thaler, "Experimental Tests of the Endowment Effect and the Coase Theorem," Journal of... 2004—Uniform Crime Reports in the United (Washington, D.C.: U.S Government Printing Office, 2 0 0 5 ) 16 Brody Mullins, "No Free Lunch: New Ethics Rules Vex Capitol Hill," Wall Street Journal (January 29, 2 0 0 7 ) 17 "Pessimism for the Future," California Bar Journal (No­ vember 1994) 18 Maryland Judicial Task Force on Professionalism (Novem­ ber 10, 2003): http://www.courts.state.md.us/publications/... a Good Thing?" Journal of Personality and Social Psychology (2000) Daniel Gilbert and Jane Ebert, "Decisions and Revisions: The Affective Forecasting of Changeable Outcomes," Jour­ nal of Personality and Social Psychology (2002) Ziv Carmon, Klause Wertenbroch, and Marcel Zeelenberg, "When Deliberating Makes Choosing Feel Like Los­ ing," Journal of Consumer Research (2003) Chapter 9: The Effect of Expectations... "The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior," Journal Consumer Research of (2004) Chapter 5: The Influence of Arousal BASED ON Dan Ariely and George Loewenstein, "The Heat of the Moment: The Effect of Sexual Arousal on Sexual Decision Making," Journal of Behavioral Decision Making (2006) RELATED READINGS George Loewenstein, "Out of Control: Visceral Influences on Behavior,"... Overcoming Temptation," journal and Social Psychology of Personality (2000) Chapter 7: The High Price of Ownership BASED ON Ziv Carmon and Dan Ariely, "Focusing on the Forgone: How Value Can Appear So Different to Buyers and Sellers," journal of Consumer Research (2000) James Heyman, Yesim Orhun, and Dan Ariely, "Auction Fever: T h e Effect of Opponents and on Product Valuations," journal Quasi-Endowment... readings Journal of Economics (2003) Dan Ariely, George Loewenstein, and Drazen Prelec, "Tom Sawyer and the Construction of Value," Journal Economic Behavior and Organization of (2006) RELATED READINGS Cass R Sunstein, Daniel Kahneman, David Schkade, and liana Ritov, "Predictably Incoherent Judgments," Law Review Stanford (2002) Uri Simonsohn, "New Yorkers Commute More Every­ where: Contrast Effects in the. .. Vol 9, No 3 (September 9, 2002) See also Steve Sonnenberg, "The Decline in Professionalism— A Threat to the Future of the American Association of Petroleum Geologists," Explorer 256 (May 2 0 0 4 ) notes 21 Jan Crosthwaite, "Moral Expertise: A Problem in the Professional Ethics of Professional Ethicists," Bioethics, Vol.9 (1995): 361-379 22 The 2002 Transparency International Corruption Percep­ tions... "Placebo-Induced Changes in fMRI in the Anticipation and Experience of Pain," Science (2004) Alia Crum and Ellen Langer, "Mind-Set Matters: Exer­ cise and the Placebo Effect," Psychological Science (2007) Chapters 1 1 and 1 2 : The Context of Our Character, Parts I and II BASED ON Nina Mazar and Dan Ariely, "Dishonesty in Everyday Life and Its Policy Implications," Journal and Marketing of Public Policy . many of the participants and research assistants were MIT students. The results of the experiments highlight their (as well as our own) irrationali- ties, and sometimes poke fun at them, but. from the foun- dation laid down by these remarkable researchers. At the end of this book, I have included some references for other aca- demic papers related to each of the chapters. These. and the Similarity Hypothesis," Journal of Consumer Re- search (1982). Itamar Simonson, "Choice Based on Reasons: The Case of Attraction and Compromise Effects," Journal