A number of books on economic psychology have appeared in the past few years. The most recent publications are by MacFadyen and Mac Fadyen (1986), Furnham and Lewis (1986), Lea et al. (1987) and Van Raaij et al. (1988). Why produce yet another book for this discipline? This question can be answered in various ways. In a sense, this book is the answer in itself. Its presentation of re search and theories is innovative in this field, at least to my knowledge. It attempts to structure the many theories emerging in the interdisci plinary science of economic psychology and to explain the...