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Aché people,
123

adaptation level,
38–39
,
98

Adelphia,
234

Adelson, Edward H.,
36

Adidas Group,
7

adjustment, anchoring and,
12
,
88
,
91

Administrative Behavior
(Simon),
51

advertised reference pricing (ARP),
204–206

Agassi, Andre,
227

Ahmadi, Sheila,
252

Aiello, Greg,
165

Air Force, U.S.,
28
,
54
; Intellectual Functions Section,
52

airline tickets,
182–83

air-vacuum machines,
179

alcohol, decision-making under influence of,
219–22

Alfred P. Sloan Foundation,
104

Allais, Maurice,
56–61

Allais’s paradox,
55
,
97
,
99–101

altruism,
115–19

American Airlines,
182
,
183

American Bar Foundation,
241

American Economic Review, The
,
80

American Journal of Psychology, The
,
62

amygdala,
216

anchoring,
12–14
,
16
,
40–41
,
45
,
94
,
237
,
260–61
; adaptation levels and,
39
; and adjustment,
12
,
88
,
91
; alcohol consumption and,
219
; in art market,
267–68
; assimilation,
40
; of auction bids,
135–37
; basic effect of,
95–96
; of car repair estimates,
269–70
; category scales and,
36
; charm pricing and,
189
; consideration of changes in,
269–70
; contrast,
40
; jury award,
17
,
19
,
20
,
278
; in luxury trade,
155–56
,
158
; memory and,
138–39
; money illusion and,
228
; in negotiations,
207–208
,
211
,
212
; in nonlinear pricing,
144
; preference reversals and,
74–75
,
79–80
,
87
,
90–91
; in real estate market,
196–201
; reflectiveness versus impulsiveness in susceptibility to,
213–14
; by restaurants,
162
; ticket price,
14–15
; of top salaries,
257
,
259

Anderson, Eric,
188–91

Anheuser-Busch,
153

Applebee’s restaurant chain,
160
,
163

Apple Inc.,
257
; iPhone,
172
; iPod,
184

Apple Jacks cereal,
5

appliances, energy-efficient,
181

arbitrariness, coherent,
5
,
16

Argentina,
130

Ariely, Dan,
9
,
16
,
135–36
,
138
,
193–95
,
256

Arizona, University of,
118
,
120
,
130
,
196

Arrow, Kenneth,
261

art market,
266–68

Asch, Solomon,
273–75

Assem, Martijn van den,
130

assimilation anchoring,
40

Atenga,
6

attention,
216–18
; alcohol and,
221–22

attraction effect,
153–54

Au people,
123

Austen Riggs Clinic,
85

automobiles,
see
cars

Ayres, Ian,
241–44

BahnCard,
173

Balthazar restaurant (New York),
162–64

Baltimore Ravens football team,
166

Baltussen, Guido,
130

Barclays Bank,
7

bargaining,
73
,
117
,
196
,
207
,
209–11
,
217
; buddy system in,
272–75
; endowment effect and,
66
; in ancient Rome,
109
,
110
; ultimatum,
112–15
,
122
;
see also
negotiations

Bargh, John,
93–94

Barr, Abigail,
122

baseball salaries,
258–59

basic anchoring effect,
95–96

Bateson, Melissa,
283

batteries,
179–80

Baudelaire, Charles,
96

Bayer HealthCare Pharmaceuticals,
6

Bazerman, Max,
102
,
212
,
215
,
217–18

beauty premium,
239–40

Becker-DeGroot-Marschak system,
73

beer, upscale versus downscale,
151–53

Behavioral and Brain Sciences, The
,
126

behavioral decision theory,
10–11
,
28
,
53
,
78
,
129
,
208
,
217
,
286–88

behavioral economics,
16
,
74
,
105
,
129
,
133
,
135
; inflation and,
224
; practical relevance of,
146–47
; salaries and,
256

Ben-Gurion University,
209

Berger, Roland,
6

Berkshire Hathaway Inc.,
169

Bernoulli, Daniel,
50

Bertelsmann,
6

biases,
87–90
,
125
,
197

Bielefeld, University of,
146

Big Texan Steak Ranch (Amarillo),
143–45
,
148

billing plans,
172–75

Black Monday,
265

Blake, Peter,
266

Blink
(Gladwell),
126

BMW,
7