Authors: Eugene Galanter , Howard Moskowitz, Matthias Silcher

People, Preferences & Prices: Sequencing The Economic Genome Of The Consumer Mind

eBook: US $86 Special Offer (PDF + Printed Copy): US $162
Printed Copy: US $119
Library License: US $344
ISBN: 978-1-60805-642-2 (Print)
ISBN: 978-1-60805-249-3 (Online)
Year of Publication: 2011
DOI: 10.2174/97816080524931110101

Introduction

This book explores a variety of topics that fall in the realm of psychological and behavioral economics. It demonstrates to the reader how to perform straightforward experiments in order to understand how people think about the economic aspects of their daily lives.

Behavioral economics is a 'hot new area' of economics and consumer psychology. This book provides a comprehensive guide on consumer research and the types of results required. These approaches are spreading further around the globe, thanks to the work of Dr. Howard Moskowitz, one of the authors of this book, and the incredible success of Selling Blue Elephants. In other words, the book is just slightly ahead of a sea change in consumer research, and may be one of the 'tipping points'. (Coincidentally, Malcolm Gladwell, the bestselling author, is a great admirer of Dr. Moskowitz)

About The Authors

- Pp. i-ii (2)
Eugene Galanter, Howard Moskowitz and Matthias Silcher
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Foreword

- Pp. iii-v (3)
Lawrence E. Marks
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Preface

- Pp. vi-vii (2)
Eugene Galanter, Howard Moskowitz and Matthias Silcher
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Acknowledgements

- Pp. viii
Eugene Galanter, Howard Moskowitz and Matthias Silcher
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Thinking and Experimenting

- Pp. 1-11 (11)
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Attitudes Towards Money

- Pp. 12-17 (6)
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The Gas Pump and the (Square) Root of All Evil - Money Made Real

- Pp. 18-24 (7)
Eugene Galanter, Howard Moskowitz and Matthias Silcher

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What’s the Fair Price?

- Pp. 25-32 (8)
Eugene Galanter, Howard Moskowitz and Matthias Silcher

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Getting Under the Hood - Finding Out How to Price

- Pp. 33-41 (9)
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Money and Product Quality - How Much Will You Pay for a Better Pizza?

- Pp. 42-55 (14)
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Shopping - What’s Really Controlling Us?

- Pp. 56-65 (10)
Eugene Galanter, Howard Moskowitz and Matthias Silcher

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What Does it Take to Make an E-Shopper Happy and a Credit-Using Customer Buy?

- Pp. 66-77 (12)
Eugene Galanter, Howard Moskowitz and Matthias Silcher

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So Many Choices ... So Little Time... Which should I Choose?

- Pp. 78-92 (15)
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Who’s on First? How Brands, Prices, and ‘Emotions in the Form of Price Sensitivity’ Affect Responses

- Pp. 93-102 (10)
Eugene Galanter, Howard Moskowitz and Matthias Silcher

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The Price of Grace: Donations, Charities, and the Mind

- Pp. 103-120 (18)
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'Just So Happy Can a Poor Boy be - That is Why I Love You so'

- Pp. 121-128 (8)
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Who’s Happy and How Much Do They Earn? - Happiness, Part 2

- Pp. 129-139 (11)
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Brother (and Sister) - Can you Spare a Dime? Losing Assets and Losing Income

- Pp. 140-145 (6)
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The Economics of Personal Time: Getting the Respondent to Participate in a Survey

- Pp. 146-155 (10)
Eugene Galanter, Howard Moskowitz and Matthias Silcher

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The Economics of Personal Distance: How Many Miles is a Phone Directory Ad Worth?

- Pp. 156-165 (10)
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Where Shall I Live? Economics of Living Among the Migrant Workers

- Pp. 166-172 (7)
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The Big Bow Wow and the Little Meow: The Dollar Value of the Veterinary Experience

- Pp. 173-183 (11)
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The Appropriate ‘Price’ of a Sensory Experience

- Pp. 184-194 (11)
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Not all Culture Comes from Yogurt... Putting a Price on Visiting Art Exhibitions

- Pp. 195-203 (9)
Alex Gofman

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I Want to be your Spend Friend - Credit Cards, Co-Branding, and Stuff

- Pp. 204-212 (9)
Eugene Galanter, Howard Moskowitz and Matthias Silcher

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Time and Money - I’ll Buy it Today if I can Pay you on Tuesday (Wimpy)

- Pp. 213-225 (13)
Eugene Galanter, Howard Moskowitz and Matthias Silcher

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What Messaging Drives a Desire to Invest... or What Should you say About the Company?

- Pp. 226-233 (8)
Eugene Galanter, Howard Moskowitz and Matthias Silcher

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Financial Services: Where to Put Your Money for that Rainy Day

- Pp. 234-248 (15)
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Taxes, Social Policy, Passions, and Citizenship

- Pp. 249-259 (11)
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Addressable Minds - A Step into the Future

- Pp. 260-271 (12)
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The ‘Full Monty’

- Pp. 272-280 (9)
Eugene Galanter, Howard Moskowitz and Matthias Silcher

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Index

- Pp. 281-288 (8)
Eugene Galanter, Howard Moskowitz and Matthias Silcher
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