Acknowledgments IX
1 . Introduction 1
2 . Freedom t o Choose 1 5
3 . Market Failure in the Shaping o f Tastes 4 1
4. Fortifications, Extensions, Clarifications 67
5 . Market Failure or Human Imperfection? 9 1
6 . The Critic' s Retreat 1 05
7 . Sexual Choices: The First Order's Rise and the
Second Order's Fall 1 1 5
8 . Risk Taking: The Rise of the Gambler 1 25
9. The Surge o f Consumer Credit 1 37
1 0 . Conclusion 1 55
Notes 1 63
References 1 8 1
Index 1 95