Perhaps two debates are in order, one on our ground here in Southern California, and another on your ground in North Carolina. I would be willing to arrange a meeting with McKenzie if you are interested. Who knows, perhaps this “event” will help sell some books.

One change I suggest is to get a broader cross section of the population. I’m not sure the results of studies with Ivy League college students as their only subjects can be applied to society as a whole. In fact, the one case history I found most interesting and relevant was one you probably didn’t intend to include as a study. It was the story in the “thoughts” section about your experience with an insurance company.

As a writer and teacher of economics, you of all people, should know the importance of consumer action in the functioning of a capitalistic economy.If, for example, people decide it’s too much trouble to drive two blocks out of their way to save a nickel a gallon on a tank of gas, there is no incentive for sellers to keep prices down.
I personally see it as not only my right to seek out the best deal I can, but also my duty as a consumer in this economy to help insure it functions as it should.

I believe you were gravely derelict in this duty in your utter surrender to the outrageous actions of your insurance company. I find it ironic that a few pages after this story you described a study on dogs trying to deal with electric shocks. I couldn’t help but think of your dealings with Sheila as I read about the ‘yoked’ dog in his corner.

I think you underestimate how many insurance companies are out there vying for your business and the benefits you could have realized with a little more effort. And even with the same terms, you should have taken your business to another, hopefully closer, company and told your old insurer why. If they are not made aware of repercussions for their terrible behavior they will never change.You may have felt like you had no control over the situation, but I assure you that is not the case. I have stood up to the likes of AT&T, American Airlines, and Bank of America and come away withacceptable concessions every time. More importantly, I have come away feeling better about myself. You will too.

I urge you in the future to try.

1, If Charles II had ruled England from 1630 (p188), it would have constituted a coup, since his father was not beheaded until 1649.
2. If one goes onto the New Scientist wensite and gives the keyword Placebo, it will show a massively interesting article on placebo effects, including manipulations where pharmacologically active medications are administered with the recipoient told they won’t work. The nugabo effect?
3. I wish ethics committes were as permissive with me as they obviously are with Dan Ariely!

The revised version can also be bought in some other ebook formats from HarperCollins’ website but the price there is same as for a hardcover version, $27.99.

It does seem that the economist is pulling a rather similar trick to the one you pointed out in your book.

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There seems to be a cost to go online and end the subscription.

Dan I am glad that you are leveraging behavioral economics!