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Introduction 1 Part I: Introducing Behavioral Economics: The Science of Making Real-World Choices 7 Chapter 1: Decoding Behavioral Economics 9 Chapter 2: Getting Real about Assumptions 19 Chapter 3: Neuroeconomics: Exploring the Brain for Economic Analysis 41 Chapter 4: Why Incentives and Markets Matter, but Money Isn?t Everything 65 Part II: Understanding Choice 89 Chapter 5: Exploring the Limits to Free Choice 91 Chapter 6: Quick and Simple Heuristics and Real-World Decision Making 107 Chapter 7: How the Framing of Choices Affects Decision Making 131 Chapter 8: How Norms, Peers, History, and Culture Influence Choice 153 Chapter 9: Why Gender, Children, and Age Matter for Economic Analysis 167 Part III: Growing the Economic Pie: The Economic Importance of Ethics, Well-Being, and Culture 181 Chapter 10: Why Smart People Pay Taxes, Recycle, and Even Break the Law 183 Chapter 11: Labor Supply in the Real World 197 Chapter 12: The Black Box of the Firm: Human Relationships and Productivity 215 Chapter 13: The Good Economy: How Ethical Behavior Can Grow the Economy 229 Chapter 14: Why Institutions Matter 243 Part IV: When Bubbles and Busts and Inefficiencies Are Possible: Some Behavioral Insights into the Strange World of Economic Reality 257 Chapter 15: Deciphering Behavioral Finance 259 Chapter 16: Looking into Recessions and Depressions 275 Chapter 17: The Art and Science of Happiness: Can You Be Happy without More Money? 291 Part V: The Part of Tens 309 Chapter 18: Ten (Or So) Key Public Policy Implications of Behavioral Economics 311 Chapter 19: Ten (Or So) Experiments in Behavioral Economics 321 Chapter 20: Ten Decision-Making Lessons from Behavioral Economics 333 Index 341
Morris Altman , PhD, is a professor of behavioral economics at Victoria University of Wellington in New Zealand and a professor of economics at the University of Saskatchewan in Canada. He is on the board of the Society for the Advancement of Behavioral Economics and is a former president of that organization. He also edited the Handbook of Contemporary Behavioral Economics .