Priceless: The Myth of Fair Value (and How to Take Advantage of It) (54 page)

Texas, University of,
277

Texas Instruments,
6

text messages,
181

TGI Friday’s restaurant chain,
160

Thaler, Richard,
16
,
104–105
,
130
,
146
,
147
,
174
,
224
,
227
,
236
; on altruism,
117
,
119
; baseball metaphors of,
76
; beer thought experiment of,
150–51
; on bundling,
160
,
169–70
; on endowment effect,
66
; fairness research of,
106–107
,
110–14
; on rebates,
178
; transaction utility concept of,
167–68

Theory of Games and Economic Behavior
(von Neumann),
50

thought experiments,
150–51

Thurston, Louis Leon,
39

Thyssen-Krupp,
6

Ticketmaster,
167

ticket prices: airline,
182–83
; anchoring of,
14–15
; fairness of,
165–67
; sporting event and concert,
165–68

TicketsNow,
167

Time
magazine,
267

Timex watches,
44

T-Mobile,
6
,
172

Tomasello, Michael,
123

Tom Sawyer experiments,
194–95

Toronto Blue Jays baseball team,
7

Toyota,
7

trade-off contrast,
157–58

transaction utility,
167–68

Treisman, Anne,
104

Trump, Donald,
215

Tucson Realty and Trust,
197

Tversky, Amos,
16
,
61
,
81–83
,
86–87
,
133
,
136
,
146
,
147
,
188
,
196
,
280
; baseball metaphors of,
76
; compatibility principle of,
75
; death of,
129
; economists’ hostility to,
77
; heuristics of,
88–89
,
125–27
,
197
; on luxury pricing,
156–58
; MacArthur grant awarded to,
15
; on money illusion,
224
,
227
,
228
,
230–32
; at Oregon Research Institute,
28
,
87–88
; prospect theory of,
97–99
,
101–102
,
104
,
132
; and stock market bubbles,
261
; United Nations experiment of,
10–12
,
90–91

Tversky, Barbara Gans,
53
,
81–82
,
87
,
97
,
125

Tversky, Genia,
81

Tversky, Yosef,
81

Twain, Mark,
194

Twitter,
195

Tyco Electronics Corporation,
234–35

UBS,
7

ultimatum game,
109–15
,
120–21
,
129
– 30,
282
; altruism and,
116–17
; brain-scanning studies of,
168
; in contentious divorces,
234–36
,
238
; cultural factors in,
121–23
; hormonal influences in,
248–54
; physical attractiveness and,
239–40
; two-offer,
215–18

unbundling,
183

Underhill, Paco,
150
,
155

Union Square Café (New York),
161

United Airlines,
182

United Kingdom: art prices in,
266–68
; executive compensation in,
256

United Nations experiment,
10–13
,
90–91

US Airways,
182

Usual Suspects, The
(movie),
95
,
96

Utah, University of,
28

utility,
50–51
,
55
,
59
,
74
,
132
; transaction,
167–68

Utility Consumers’ Action Network,
174

utopian economics,
56

Valenti, Ed,
169

value investors,
264

video rentals,
174–75

Vigneaud, Vincent du,
252

Virginia, University of,
13
,
95

Vodaphone Group,
6
,
172

Vohl, Kathleen,
284–86

Volkswagen,
7

Volvo,
7

von Neumann, John,
50–52
,
54–56

Vuitton, Louis,
186

Wall Street Burger Shoppe (New York),
159

Wall Street Journal, The
,
238

Wal-Mart,
190

Wanner, Eric,
104–105

Warhol, Andy,
202

Warner Music,
6

watches,
see
wristwatches

wealth effects,
43
,
98–99

Weber, Ernest,
31

Web 2.0,
195

Weinstein, Joe,
230

Welch, Jack,
234–36
,
238
,
257–58

Welch, Jane Beasley,
234–36
,
238

Westin Hotel,
159

Wetlaufer, Suzy,
234

Wheeler, Christian,
282

White, Sally Blount,
215
,
218

White Cube gallery (London),
267

Whitman, Walt,
194

Whole Foods,
151

Wilde, Oscar,
136

Willard Bishop consulting firm,
149

Williams, Walter E.,
258

Williams-Sonoma,
156

Wilson, Timothy,
13–14
,
95

Wittgenstein, Ludwig,
84

Wood Kalb Foundation,
71

WorldCom, Inc.,
234

World Trade Center,
27
; terrorist attack on,
258

Wrigley’s gum,
147

wristwatches: anchor pricing of,
155–56
; charm pricing of,
186
; social status attached to,
44

Wundt, Wilhelm,
30–31
,
53

Würzburg, University of,
269
,
271

Yale University,
49
,
93
,
224
,
262
; Law School,
241

Yamasaki, Minoru,
27

Young America,
177

YouTube,
172
,
195

Zagat guides,
160

Zak, Paul,
249–50
,
252–53

Zamir, Shmuel,
121

Zeckhauser, Richard,
59

Zest soap,
5

Zhang, Jiao,
287

Zillow,
205

Zimbabwe,
223
,
226