P. 66 – Cognitive Strain versus Cognitive Ease. if you want to persuade with text, make sure there is high contrast between background and text, use simple language, use rhymes.
If you want to engage system 2 (learn something) read unclear text (cognitive strain). Stocks with easy to pronounce names outperform those with complex names. (KAR vs PXG/RDO)
P. 69 – bad mood, being uncomfortable or unhappy, reduces system 1 thinking (intuition)
P. 70 -pleasant or unpleasant feelings are the basis for recognizing coherence. If we feel good about a puzzle, we recognize a coherence in it.