First "discovery" that leaves my mouth open: how it would cost less (in lives) to overlook a terrorist plot that can become a terrorist attack in an airport because it would save the lives of many freeway users that would fly if the security level is not raised.... atonishing!
Preface : How price matters -- ch. 1. Price and the "law of unintended consequences" -- Hybridnomics : HOV-lane economics, California style -- Air travel safety for infants and toddlers -- 9/11 terrorists and American deaths since 9/11 -- Water crises in Southern California -- Ethanol subsidies and world hunger -- The California electricity crisis -- Concluding comments -- ch. 2. Pricing lemons, views, and university housing -- The pricing of lemons -- How prices adjust to advantages and disadvantages of property -- Why retirement does not curb the retirees' food consumption -- University mispricing -- Concluding comments -- ch. 3. Why sales -- Price discrimination theory -- A textbook case of textbook price discrimination -- The logic of after-Christmas sales -- Sales and the economics of information -- Concluding comments -- ch. 4. Why popcorn costs so much at the movies -- Differential theater ticket prices -- Uniform popcorn prices -- The high price of theater popcorn -- The misguided entrapment theory of overprices popcorn -- Movie screening contract -- The Supreme Court and the high price of theater popcorn -- The cost of theater popcorn - on the margin! -- Concluding comments --
Contents: ch. 5. Why so many coupons -- Coupon and price discrimination coupons and peak-load pricing -- Evidence on couponing -- Coupon collusion -- The economics of information and coupons -- Concluding comments -- ch. 6. Why some goods are free -- Profits from zero prices -- The nature of products and pricing strategies -- The pricing of experience goods -- The pricing of network goods -- Network effects and the Microsoft antitrust case -- Optimum piracy -- The pricing of addictive goods -- Rational addiction -- Concluding comments -- ch. 7. Free printers and pricey ink cartridges -- Relative production costs and buyer entrapment -- Low- and high-volume printer users -- The relevance of search costs -- Differences in discount rates -- Gaming printer -- Cartridge deals and technical and contract solutions -- The evidence on the relative printers and their ink cartridge -- Concluding comments -- ch. 8. Why movie ticket prices are all the same -- Different price for different folks -- The puzzle of uniform ticket prices at the movies -- Past price variations -- Why uniform ticket prices -- DVD releases -- Concluding comments --
Contents: ch. 9. Why so many prices end with "9" -- Just-below prices as historical artifact -- Just-below pricing and information economics -- Psychological pricing as code -- Concluding comments -- ch. 10. The economics of manufacturers' rebates -- The nature of rebates -- The reasons for rebates -- Rebates and product demand -- Breakage economics -- Concluding comments -- ch. 11. The psychology and evolutionary biology of manufacturers' rebates -- Subjective weighting of costs and benefits -- Endowment effects of purchases with rebates -- Salience and procrastination -- Explanations for peoples' observed decision making -- Concluding comments -- ch. 12. The question of queues -- Queues as pricing puzzle -- The easy solutions for queues -- The economic logic of queues -- Premium tickets -- Contrived shortages and buyer loyalty -- Bandwagon effects and queues -- Single versus multiple queues -- Last-come/first-served, a solution for queue length? -- Concluding comments -- ch. 13. Why men earn more on average than women - and always will -- Conventional explanations for gender-pay differences : a different conceptual framework -- Risky behavior -- The linages between mating and labor markets -- Explaining the narrowing pay gap -- The female male wage gap : hard wired or cultural? -- A summary assessment -- Concluding comments -- Bibliography -- Subject index.
No new insights for people already familiar with price theory, and while the illustrating anecdotes are interesting, they don't make up for his slow writing style.