THE WHY AXIS:HIDDEN MOTIVES AND THE UNDISCOVERED ECONOMICS OF EVERYDAY LIFE URI GNEEZY AND JOHN A. LIST With a Foreword by STEVEN D. LEVITT coauthor, Freakonomics and SuperFreakonomics CONTENTS Foreword by Steven D. Levitt, coauthor of Freakonomics and SuperFreakonomics INTRODUCTION Getting Beyond Assumptions. What Makes People Do What They Do? CHAPTER 1 How Can You Get People to Do What You Want? When Incentives (Dona