Preface -- Contents -- Part I: Personal Capital -- 1. Preferences and Values -- 2. De Gustibus Non Est Disputandum -- 3. A Theory of Rational Addiction -- 4. Rational Addiction and the Effect of Price on Consumption -- 5. An Empirical Analysis of Cigarette Addiction -- 6. Habits, Addictions, and Traditions -- Part II: Social Capital -- 7. The Economic Way of Looking at Life -- 8. A Theory of Social Interactions -- 9. A Note on Restaurant Pricing and Other Examples of Social Influences on Price -- 10. A Simple Theory of Advertising as a Good or Bad -- 11. Norms and the Formation of Preferences -- 12. Spouses and Beggars: Love and Sympathy -- Acknowledgments -- References -- Index.