1Introduction
11Mental Accounting: How We Categorize Money
2Foreword
12The Sunk Cost Fallacy: Sticking to Bad Decisions
3Introduction
13Social Norms: The Influence of Others on Our Choices
4The Invisible Hand: A Behavioral Perspective
14The Availability Heuristic: Judging Risk by Memory
5Loss Aversion: The Pain of Losing vs. the Pleasure of Gaining
15Present Bias: The Struggle Between Now and Later
6The Endowment Effect: Valuing What We Own
16Choice Overload: When Too Many Options Lead to Paralysis
7Anchoring: How First Impressions Set Expectations
17Reciprocity: The Principle of Mutual Exchange
8The Status Quo Bias: Fear of Change
18Horizon Bias: How the Future Shapes Our Decisions
9Overconfidence: The Dangers of Self-Assurance
19See you next time!
10Framing Effects: The Power of Presentation