Notes
1. Joe Weinman, “Lazy, Hazy, Crazy: The 10 Laws of Behavioral Cloudonomics,” GigaOM.com, June 6, 2010. gigaom.com/2010/06/06/lazy-hazy-crazy-the-10-laws-of-behavioral-cloudonomics/.
2. Gregory Berns, Iconoclast: A Neuroscientist Reveals How to Think Differently (Harvard Business Press, 2008).
3. Herbert A. Simon, “Theories of Bounded Rationality,” in C. B. McGuire and Roy Radner, eds., Decision and Organization (North-Holland, 1972) p. 36.
4. Dan Ariely, Predictably Irrational: The Hidden Forces that Shape Our Experiences (HarperCollins, 2008).
5. Jonah Lehrer, How We Decide (Houghton Mifflin Harcourt, 2009) p. 24.
6. Daniel Kahneman, “Maps of Bounded Rationality: A Perspective on Intuitive Judgment and Choice,” Prize Lecture, December 8, 2002. www.nobelprize.org/nobel_prizes/economics/laureates/2002/kahnemann-lecture.pdf.
7. Ori Frafman and Rom Brafman, Sway: The Irresistible Pull of Irrational Behavior (Doubleday, 2008).
8. Jonah Lehrer, scienceblogs.com/cortex/2008/09/loss_aversion_and_the_stock_ma.php.
9. Daniel Kahneman and Amos Tversky, “Prospect Theory: An Analysis of Decision Under Risk,” Econometrica 47, No. 2 (March 1979), pp. 263–292.
10. Cary Frydman, Colin Camerer, Peter Bossaerts, and Antonio Rangel, “MAOA-L Carriers Are Better At Making Optimal Financial Decisions Under Risk,” Proceedings of the Royal Society B 278 (2011): 2053–2059.
11. Anja Lambrecht and Bernd Skiera, “Paying Too Much and Being Happy About It: Existence, Causes and Consequences of Tariff-Choice ...
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