The Irrational Consumer Applying Behavioural Economics to Your Business Strategy

Cover; Contents; List of Figures; About the Author; Preface; Introduction; 1 The Loss of Rationality; 1.1 Heuristics; 1.2 The Anchor Effect; 1.3 The Deal Effect; 1.4 The Separation Effect; 1.5 The Choice Effect; 1.6 The Endowment Effect; 1.7 The Accounting Effect; 1.8 The Self-Control Effect; 1.9 Commercial Strategies; 2 A Passion for Deals; 2.1 The Impact of 'Free'; 2.2 Transaction Utility; 2.3 Points of Reference; 2.4 Price and Quality; 3 The Sense of Possession; 3.1 Out-of-Pocket Costs and Opportunity Costs; 3.2 Losses and Gains; 3.3 What is Possessed and How; 3.4 Giving and Taking Away.
4 An Embarrassment of Riches4.1 The Problem of Choice; 4.2 Less is Better than More; 4.3 Choosing Less, Getting More; 5 Sunk Costs and Re-Emerging Costs; 5.1 The Costs of the Past; 5.2 Future Losses; 5.3 The Past that Passes; 6 Divide and Rule; 6.1 Paying, Buying and Using; 6.2 Paying and Securing; 6.3 Paying and Misallocating; 6.4 Paying and Self-Binding; 7 Money Games; 7.1 Form Becomes Substance; 7.2 The Origin of Money; 7.3 The Purpose of Money; 8 Ulysses, the Sirens and the Challenge of Self Control; 8.1 Temporal Inconsistency; 8.2 Controlling Self-Control; 8.3 The Market of Self-Control.
9 Mind Games9.1 Statistical Intuition; 9.2 Mental Representations; 9.3 Availability and Anchors; Conclusions: Seize the Moment