Contents Acknowledgments ix Introduction: Markets and Prices in Everyday Life 1 Chapter 1 Candy Bars, Used Cars, and Superstars: Patterns and Practices in Markets and Prices 8 Chapter 2 401(k)s, Lotto, Cell Phone Plans, and Diamonds: Structural and Behavioral Factors and Market Prices 18 Chapter 3 Fashion, Fads, and Brands: Information Gaps as a Structural Factor 28 Chapter 4 Santa Claus, Ticket Scalping, and Gift Cards: Information Gaps in Everyday Markets 39 Chapter 5 Bait-and-Switch, Counterfeit Goods, and Low-Price Guarantees: How Sellers Can Take Advantage of Information Gaps 48 Chapter 6 Computer Repairs, Mortgage Loans, Hidden Fees, and Credit Cards: Products Bought from Experts and Groups of Buyers as Structural Factors 57 Chapter 7 Music and the Erie Canal, College Tuition, and Good Monopoly Prices: Technological Change, Buyer Characteristics, and Barriers to Entry as Structural Factors 68 Chapter 8 Shopping Malls, Whales, and Prescription Drugs: The Absence of Normally Expected Features in Markets 80
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