你厌恶频繁收到的推送消息，却仍然忍不住拿起手机查看。你希望保持身材，却对甜食欲罢不能。你明知汽车的机油要更换，却总是一拖再拖……为什么你的行为总是与真实意愿相悖，为什么你很难做出有效的决策？
今天的世界更加复杂，需要我们更加频繁地做出决定，而我们的大脑却在进化过程中形成了注意力不集中和惰性的倾向，这导致我们的行为和意愿存在偏差。所以，人们做出拙劣选择的原因并不总是错误的想法、片面的信息或激励不足，而是无法将良好的意愿转变为积极的行为。在此基础上，《决策的力量》提供了7个行之有效的策略：主动要求他人做出选择、预先承诺、自愿退出、融入他人思维、重构选项、巧借东风、合理简化。
这7个策略共同构成了一个完美的行为改善方案。与其他改善行为的方法相比，这一方案并非要改变人们的意愿，而是要帮助人们发现心中潜藏的良好意愿，做出科学的决策，实现自己的目标，并影响他人的行为和决策过程。
Going beyond the bestsellers Predictably Irrational and Thinking, Fast and Slow, the first “how to” guide that shows you how to help customers, employees, coworkers, and clients make better choices to get what they truly want.
Of the ten million bits of information our brains process each second, only fifty bits are devoted to conscious thought. Because our brains are wired to be inattentive, we often choose without thinking, acting against our own interests—what we truly want. As the former Chief Scientist of Express Scripts, a Fortune 25 healthcare company dedicated to making the use of prescription medications safer and more affordable, Bob Nease is an expert on applying behavioral sciences to health care. Now, he applies his knowledge to the wider world, providing important practical solutions marketers, human resources professionals, teachers, and even parents can use to improve the behavior of others around them, and get the positive results they want.
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