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The importance of context also arose in Mr Thaler's work on “mental accounting”.
背景的重要性還出現(xiàn)在了賽勒有關(guān)“心理演算”（mental accounting）的研究中。
In thinking about money, people tend to compartmentalise, grouping certain types of spending or income together.
在考慮錢(qián)的時(shí)候，人們往往會(huì)區(qū)別對(duì)待，將某類(lèi)開(kāi)支和收入歸總起來(lái)。
In some cases this might amount to a strategy for managing imperfect self-control (as in the credit-card debt example).
在有些情況下，這或許相當(dāng)于為了管理不完全的自我控制的一種策略（就像在信用卡債務(wù)的例子中那樣）。
More broadly, it reflects the human tendency to tackle cognitive problems in pieces, rather than as a whole.
推而廣之，這反映的人類(lèi)那種只見(jiàn)部分、不辯總體的解決認(rèn)知問(wèn)題的傾向。
When petrol prices fall, for example, drivers sometimes switch from regular-grade petrol to premium (rather than use savings out of the “petrol” category somewhere else).
例如，當(dāng)油價(jià)下降時(shí)，司機(jī)常常是從常用等級(jí)的汽油換到高等級(jí)的汽油（而不是使用從別處的汽油分類(lèi)中省下來(lái)的錢(qián)）。
Because of this mental pigeonholing, taxi drivers who aim to earn a certain amount each day may stop work early on busy days and later on slow ones, though the opposite approach would maximise earnings per hour.
由于這種心理上的分門(mén)別類(lèi)，目標(biāo)是每天掙一定數(shù)量的錢(qián)的出租車(chē)司機(jī)有可能在繁忙的日子早早收工、在清閑的日子晚收工，盡管相反的策略會(huì)讓每小時(shí)的收入最大化。
Mr Thaler, with his colleague Hersh Shefrin, understood choices as battles between two competing cognitive forces: a “doer” part of the brain focused on short-term rewards, and a “planner” focused on the long term.
賽勒和他的同事赫什·舍夫林把選擇理解為兩種相互競(jìng)爭(zhēng)的認(rèn)知力量之間的戰(zhàn)斗：大腦中“做事”的那一部分關(guān)注的是短期回報(bào)；“計(jì)劃”那一部分關(guān)注的是長(zhǎng)期回報(bào)。
Willpower can help suppress the doer's urges, but exercising restraint is costly.
意志力可能有助于抑制做事的沖動(dòng)，但是，踐行約束花費(fèi)不菲。
This internal struggle is continuous, so individual preferences are not constant over time (whether you have another beer may depend on the state of the brain at a given moment).
這種內(nèi)部戰(zhàn)斗連續(xù)不斷，因而，個(gè)人喜好不是長(zhǎng)時(shí)間不變的（是否再來(lái)一杯可能取決于大腦在某一特定時(shí)刻的狀態(tài)）。
It also means that presenting people with a “choice architecture” which favours the planner over the doer can have big effects on behaviour.
這也表明，給人們提供一種厚計(jì)劃薄干事的“選擇架構(gòu)”可能對(duì)行為產(chǎn)生重大影響。
That insight became the basis for “nudging”.
這種深刻見(jiàn)解成為了“助推行為”的基礎(chǔ)。
譯文來(lái)源考研英語(yǔ)時(shí)事閱讀
