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         6.  Amos Tversky, Preference, Belief, and Similarity: Selected
             Writings (The MIT Press, Cambridge, MA, 2003).
         7.  Ibid., 888.
          8.  Deborah A. Small, “Sympathy and Callousness: The
             Impact of Deliberative Thought on Donations to Iden-
             tifi able and Statistical Victims” (University of Pennsyl-
             vania, March 3, 2006), http://sciencethatmatters.com/
             wp-content/uploads/2007/04/small06sympathy.pdf.
          9.  Maurice R. Schweitzer, “Beware the Harmful Effects of
             Goal-Setting,” Bloomberg Businessweek, April 3, 2009.
         10.  “Our Philosophy,” Google Corporate Information, http://
             www.google.com/corporate/tenthings.html.
         11.  Susan J. Curry and Edward H. Wagner, “Evaluation of
             Intrinsic and Extrinsic Motivation Interventions with a
             Self-Help Smoking Cessation Program,” Journal of Con-
             sulting and Clinical Psychology 59, no. 2 (1991): 318–324.
          12.  Kevin G. Volpp et al., “A Randomized, Controlled Trial
             of Financial Incentives for Smoking Cessation,” The New
             England Journal of Medicine 360, no. 7 (2009): 699–709.
         13.  E. Tory Higgins et al., “Increasing or Decreasing Interest
             in Activities: The Role of Regulatory Fit,” Journal of Per-
             sonality and Social Psychology 98, no. 4 (2010): 559–572.
         14.  M. R. Lepper, D. Greene, and R. E. Nisbett, “Undermin-
             ing Children’s Intrinsic Interest with Extrinsic Reward: A
             Test of the ‘Overjustifi cation’ Hypothesis,” Journal of Per-
             sonality and Social Psychology 28 (1973): 129–137.
         15.  “The engineer’s life,” Google Jobs, http://www.google
             .com/jobs/lifeatgoogle/englife.html (accessed July 26,
             2010).
         16.  “28 Days of Holiday Gift Ideas—Day 9,”  Hollywood
             Today, December 5, 2009, http://www.hollywoodtoday
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