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• Cover
• Half Title
• Series Page
• Title Page
• Copyright Page
• Table of Contents
• Preface
• 1 What Is Behavioral Economics and Why Is It Important?
• 2 Behavioral Economics in Retrospect: How and Why It Started
• 3 ECON: Homo Economicus
• 4 Human: Homo Psychologicus
• 5 The Power of Social, Emotional, and Personality Factors
• 6 Nudge: Whys, Ways, and Weasels
• 7 Sell! Commercial and Political Persuasion
• Glossary
• Index