I. Beginnings: 1970-78 : Supposedly irrelevant factors -- The endowment effect -- The list -- Value theory -- California dreamin' -- The gauntlet -- II. Mental accounting: 1979-85 : Bargains and rip-offs -- Sunk costs -- Buckets and budgets -- At the poker table -- III. Self-control: 1975-88 : Willpower? No problem -- The planner and the doer -- Interlude : Misbehaving in the real world -- IV. Working with Danny: 1984-85 : What seems fair? -- Fairness games -- Mugs -- V. Engaging with the economics profession: 1986-94 : The debate begins -- Anomalies -- Forming a team -- Narrow framing on the Upper East Side -- VI. Finance: 1983-2003 : The beauty contest -- Does the stock market overreact? -- The reaction to overreaction -- The price is not right -- The battle of closed-end funds -- Fruit flies, icebergs, and negative stock prices -- VII. Welcome to Chicago: 1995-present : Law schooling -- The offices -- Football -- Game shows -- VIII. Helping out: 2004-present : Save more tomorrow -- Going public -- Nudging in the U.K. -- Conclusion : What is next?