【正文】 664. But you know what? If I show you 600 magazines and I divide them up into 10 categories, versus I show you 400 magazines and divide them up into 20 categories, you believe that I have given you more choice and a better choosing experience if I gave you the 400 than if I gave you the 600. Because the categories tell me how to tell them apart.
　　Here are two different jewelry displays. One is called amp。re doing enrollment for their 401(k) plan. And during that session, we kept the session exactly the way it used to be, but we added one little thing. The one little thing we added was we asked people to just think about all the positive things that would happen in your life if you saved more. By doing that simple thing, there was an increase in enrollment by 20 percent and there was an increase in the amount of people willing to save or the amount that they were willing to put down into their savings account by four percent.
　　The third technique: Categorization. We can handle more categories than we can handle choices. So for example, hereamp。t feel like real money. And it turns out that making it feel more concrete can actually be a very positive tool to use in getting people to save more.
　　So a study that I did with Shlomo Benartzi and Alessandro Previtero, we did a study with people at ING employees that are all working at ING and now these people were all in a session where theyamp。s ready to go on this trip. (Applause) (Laughter) I think I might have actually heard more hands.
　　All right. Now in fact, you had objectively more information the first time around than the second time around, but I would venture to guess that you felt that it was more real the second time around. Because the pictures made it feel more real to you. Which brings me to the second technique for handling the choice overload problem, which is concretization. That in order for people to understand the differences between the choices, they have to be able to understand the consequences associated with each choice, and that the consequences need to be felt in a vivid sort of way, in a very concrete way. Why do people spend an average of 15 to 30 percent more when they use an ATM card or a credit card as opposed to cash? Because it doesnamp。t you. (Honk) Now whoamp。s ready to take him up on his offer. Is that all? All right, let me show you some more about this. (Laughter) You guys knew there was a trick, didnamp。re ready to take Gary up on his offer. (Light clapping) Okay. Anybody whoamp。ll give you a few seconds to read it and then I want you to clap your hands if youamp。d like you to read it. And now Iamp。s a description of the road. And Iamp。
　　Now before we started our session this afternoon, I had a chat with Gary. And Gary said that he would be willing to offer people in this audience an allexpensespaid free vacation to the most beautiful road in the world. Hereamp。t tell them apart, neither can your consumers.amp。Tell me how these choices are different from