1) Identify a common consumer decision you would deem as irrational or inefficient, that negatively influences either the decision-maker or society at large. Defend your reasoning using what you've learned in this chapter.

2) Suggest some changes to how consumers are prompted to make this decision that may potentially diminish the inefficiency in this transaction. Take into account the TED talk linked above; consider how the presentation, description, or distribution of a good or service can substantially impact a consumer decision.