Includes bibliographical references and index.

The $2.9 million cup of coffee -- Price cluelessness -- The myth of the boomerang -- Body and soul -- Black is white -- Helson's cigarette -- The price scale -- Input to output -- Lunch with maurice -- Money pump -- The best odds in Vegas -- Cult of rationality -- Kahneman and Tversky -- Heuristics and biases -- The Devil's greatest trick -- Prospect theory -- Rules of fairness -- Ultimatum game -- The vanishing altruist -- Pittsburgh is not a culture -- Attacking heuristics -- Deal or no deal -- Prices on the planet Algon -- The free 72-ounce steak -- Price check -- Shilling for Prada -- Menu psych -- The price of a super bowl ticket -- Don't wrap all the Christmas presents in one box -- Who's afraid of the phone bill? -- Breakage and slippage -- Paying for air -- Cheap and cheaper -- Mysteries of the 99 cent store -- Meaningless zeros -- Reality constraint -- Selling Warhol's beach house -- Groundhog day -- Anchoring for dummies -- Attention deficit -- Drinking and deal making -- An octillion doesn't buy what it used to -- Selling the money illusion -- Neutron Jane -- Beauty premium -- Search for suckers -- Pricing gender -- It's all about testosterone -- Liquid trust -- The million-dollar club -- The mischievous Mr. Market -- For the love of god -- Antidote for anchoring -- Buddy system -- The outrage theory -- Honesty box -- Money, chocolate, happiness.