label is unnecessary and pejorative. We probably would not use it today,
but the example was written in the 1970 s, when sensitivity to group labels
was less developed than it is today. The word was added to make the
example more concrete by reminding respondents of the Asian flu epidem
{an s less ic of 1957.
Choice and Consequence: Thomas Schelling, Choice and Consequence
(Cambridge, MA: Harvard University Press, 1985 ).
misleading frame : Richard P. Larrick and Jack B. Soll, “The MPG Illusion,”
Science 320 ( 2008 ): 1593 – 94.
rate of organ donation in European countries : Eric J. Johnson and Daniel
Goldstein, “Do Defaults Save Lives?” Science 302 ( 2003 ): 1338 – 39.

35 : Two Selves

“wantability” : Irving Fisher, “Is ‘Utility’ the Most Suitable Term for the
Concept It Is Used to Denote?” American Economic Review 8 ( 1918 ):
335.
at any moment : Francis Edgeworth, Mathematical Psychics (New York:
Kelley, 1881 ).
under which his theory holds : Daniel Kahneman, Peter P. Wakker, and
Rakesh Sarin, “Back to Bentham? Explorations of Experienced Utility,”
Quarterly Journal of Economics 112 ( 1997 ): 375 – 405. Daniel Kahneman,
“Experienced Utility and Objective Happiness: A Moment-Based
Approach” and “Evaluation by Moments: Past and Future,” in Kahneman
and Tversky, Choices, Values, and Frames , 673 – 92 , 693 – 708.
a physician and researcher : Donald A. Redelmeier and Daniel
Kahneman, “Patients’ Memories of Painful Medical Treatments: Real-time
and Retrospective Evaluations of Two Minimally Invasive Procedures,”
Pain 66 ( 1996 ): 3 – 8.
free to choose : Daniel Kahneman, Barbara L. Frederickson, Charles A.
Schreiber, and Donald A. Redelmeier, “When More Pain Is Preferred to
Less: Adding a Better End,” Psychological Science 4 ( 1993 ): 401 – 405.
duration of the shock : Orval H. Mowrer and L. N. Solomon, “Contiguity vs.
Drive-Reduction in Conditioned Fear: The Proximity and Abruptness of
Drive Reduction,” American Journal of Psychology 67 ( 1954 ): 15 – 25.
burst of stimulation : Peter Shizgal, “On the Neural Computation of Utility:
Implications from Studies of Brain Stimulation Reward,” in Well-Being:
The Foundations of Hedonic Psychology , ed. Daniel Kahneman, Edward
Diener, and Norbert Schwarz (New York: Russell Sage Foundation, 1999 ),
500 – 24.