选择最佳环境
先享受为快：人们的本性，倾向于及时享受。人们prefer抽烟巧克力to健身。
苦难程度：做一件事情的困难程度影响选择难度
频率：对自己的选择有信心／了解来源于经验，但是面对很多重大决定，比如买房买车换工作结婚，人们的经验很少。
反馈：熟能生巧，当尝试后得到清晰的反馈，学习效果更好。但是比如吸烟的后果，反馈需要很长时间，无法影响人们的选择。
知道自己喜欢什么：通过经历决定选项。但是对不熟悉的情况做选择，比较困难。高级餐厅只会给出少数选择项，让人们在无意识中选择
当人们无法判断自己的选择将会如何影响自己的生活时，即使选择再多，人们也很难从中受益。这时候，便需要外部力量的助推。
利用自由市场改善选择
Poem：Smart Shel Silverstein
My dad gave me one dollar bill
'Cause I'm his smartest son,
And I swapped it for two shiny quarters
'Cause two is more than one!
And then I took the quarters
And traded them to Lou
For three times -- I guess he don't know
That three is more than two!
Just then,along came old blind Bates
And just 'cause he can't see
He gave me four nickles for my three dimes,
And four is more than three!
And I took the nickels to Hiram Coombs
Down at the seed-feed store,
And the fool gave me five pennies for them,
And five is more than four!
And then I went and showed my dad,
And he got red in the cheeks
And closed his eyes and shook his head
Too proud of me to speak!
社会人由于个人喜好，作出的选择会造成损失。
案例：不要购买延长质保产品。一年免费质保，第二年20。如不够买，得益2，够买，损失20。然而手机损坏概率很小。
只要客户有些微的非理性的盲目，那么企业便会想办法利用这一点。现在，许多人仍害怕乘坐飞机，因此，当我们看到保险公司在机场高价出售航空保险时，便不足为奇了。
