1. Introduction -- I Anticipating Future Preferences -- 2. Dynamically Inconsistent Preferences I: Unconstrained Contracting -- 3. Dynamically Inconsistent Preferences II: Constrained Contracting -- 4. Dynamically Inconsistent Preferences III: Partial Naivety -- 5. Biased Beliefs without Dynamic Inconsistency -- II Responding to Market Complexity -- 6. Sampling-Based Reasoning: Price Competition and Product Differentiation -- 7. Sampling-Based Reasoning: Obfuscation -- 8. Coarse Reasoning -- III Reference Dependence -- 9. Loss Aversion -- 10. Inertia I: Price Competition -- 11. Inertia II: Costly Marketing 261 -- IV Discussion -- 12. Recurring Themes -- 13. But Can't we Get the Same Thing with a Standard Model? -- Bibliography -- Index.