Table of Contents
**List of Figures
Acknowledgements
Chapter 1:** A World of Choice
- A Short Modern History of Choice
- MarketThink
- Wanted: A Better Way of Thinking about Choices
- Jack Shops at Wal-Mart
Chapter 2: Good Choices and Bad Outcomes
- Jack and Jill’s Ugly Divorce
- The Prisoner’s Dilemma
- Choosing the Right Words
- Choosing the Right Starting Point
Chapter 3: Private Choices and Public Failures
- Jill Drops a Coffee Cup
- Choosing Our Environment
- Choosing Our Cities
- Choosing Where to Shop
- The Kind of Problem a City Is
Chapter 4: Arms Races and Red Queens
- Jack Keeps up with the Joneses
- A Selection of Arms Races
- Choosing to Be Cool
- From Commodity to Status Symbol
Chapter 5: Co-operation and Its Limits
- Enduring Love
- Choosing to Reciprocate
- Choosing Not to Compete
- Choosing in Groups and Crowds
- Choosing Temptation
Chapter 6: Divide and Conquer
- Choosing Not to Vote
- Companies and Individual Choice
- The Market as a Public Good
Chapter 7: That Obscure Object of Desire
- Buying Sneakers at Whimsley Mall
- Identifying the Real Choice
- Game Theory: What Is It Good For?
Chapter 8: Join or Get Run Over
- Choosing a Nightclub in Whimsley
- A Selection of Herd Choices
- Choosing Our Schools
- Choosing Our Technologies
- Fooled by Randomness
Chapter 9: The Devil You Know
- Jack Goes to the Movies
- Choosing Our Fashions
- Choosing Our Culture
- Jill Buys a Lemon
- A Basket of Lemons
- Choosing Where to Eat
- Squeezing the Lemons
Chapter 10: Free to Choose, but Exploited
- Power, Relationships, and Context
- Choosing Stability
- Choosing to Be Exploited
Chapter 11: Beyond Whimsley
- The Ultimatum Game
- Jill Hits the Ceiling
- Choosing to Reject
- A Backward Glance
**Notes
Bibliography
Index**
