Once we start thinking of ourselves as polluted, there is not much incentive to behave well, and the trip down the slippery slope is likely.

Once we start thinking of ourselves as polluted, there is not much incentive to behave well, and the trip down the slippery slope is likely.

Marketing is all about providing information that will heighten someone's anticipated and real pleasure.

There's something about [cyclically] doing something over and over and over that seems to be particularly demotivating.

It is very difficult to make really big, important, life-changing decisions because we are all susceptible to a formidable array of decision biases. There are more of them than we realize, and they come to visit us more often than we like to admit.

Because cheating is easier when we can justify our behavior, people often cheat in small amounts: We can come up with an excuse for stealing Post-It notes, but it is much more difficult to come up with an excuse for taking $10,000 from petty cash.

One of the big lessons from behavioral economics is that we make decisions as a function of the environment that we're in.