What Comes to Mind
---- Acknowledgements -----
We are deeply grateful to Josh Schwartzstein for considerable input, and to Pedro Bordalo, Shane Frederick, Xavier Gabaix, Matthew Gentzkow, Daniel Hojman, Elizabeth Kensinger, Daniel Kahneman, Scott Kominers, David Laibson, Sendhil Mullainathan, Giacomo Ponzetto, Drazen Prelec, Mathew Rabin, Antonio Rangel, Jesse Shapiro, Jeremy Stein, and Richard Thaler for extremely helpful comments. Gennaioli thanks the Spanish Ministerio de Ciencia y Tecnologia and the Barcelona Graduate School of Economics for financial support. Shleifer thanks the Kauffman Foundation for research support. The views expressed herein are those of the author(s) and do not necessarily reflect the views of the National Bureau of Economic Research.