Present Bias and Hyperbolic Discounting Why the same one-day delay looms larger today than next month: preference reversals, β-δ models, and commitment devices.
Mental Accounting Thaler's finding that people partition money into labeled mental accounts and spend, save, and regret differently by account.
The Framing Effect Logically identical choices made differently depending on wording: gains invite caution, losses invite risk.
Anchoring How an initial number — even an arbitrary one — pulls later numerical judgments toward itself, and why expertise barely helps.
Opportunity Cost The value of the best alternative forgone when making a choice — the fundamental concept of economic scarcity.
Loss Aversion The behavioral-economics finding that losses are felt more strongly than equivalent gains, formalized in prospect theory.