est ▁by ▁seeking ▁to ▁maxim ize ▁their ▁utility ▁over ▁their ▁lifetime . ▁Many ▁decision ▁making ▁bi ases ▁may ▁occur ▁simply ▁because ▁they ▁are ▁more ▁cost ly ▁to ▁eliminate ▁than ▁to ▁ignore . ▁M aking ▁people ▁more ▁account able ▁for ▁their ▁dec isions ▁( in cre asing ▁in cent ives ), ▁for ▁example , ▁can ▁increase ▁the ▁extent ▁to ▁which ▁they ▁invest ▁cogn itive ▁resources ▁in ▁making ▁dec isions , ▁leading ▁to ▁less ▁bi ased ▁decision ▁making ▁when ▁people ▁generally ▁have ▁an ▁idea ▁of ▁how ▁a ▁decision ▁should ▁be ▁made . ▁ ▁However , ▁" b ias " ▁might ▁not ▁be ▁the ▁appropriate ▁term ▁for ▁these ▁types ▁of ▁decision ▁making ▁errors . ▁ ▁These ▁" str ategy - based " ▁errors ▁occur ▁simply ▁because ▁the ▁necessary ▁effort ▁out we igh s ▁the ▁benefit . ▁If ▁a ▁person ▁makes ▁a ▁sub opt imal ▁choice ▁based ▁on ▁an ▁actual ▁bias , ▁then ▁in cent ives ▁may ▁ex ac erb ate ▁the ▁issue . ▁An ▁in cent ive ▁in ▁this ▁case ▁may ▁simply ▁cause ▁the ▁person ▁to ▁perform ▁the ▁sub opt imal ▁behavior ▁more ▁enthus iast ically . ▁ ▁In cent ives ▁can ▁be ▁cal ibr ated ▁to ▁change ▁prefer ences ▁toward ▁more ▁benef icial ▁behavior . ▁Price ▁cut s ▁on ▁health y ▁food s ▁increase ▁their ▁consumption ▁in ▁school ▁c af eter ias , ▁and ▁s oda ▁tax es ▁appear ▁to ▁reduce ▁s oda ▁consumption ▁by ▁the ▁public . ▁People ▁often ▁are ▁willing ▁to ▁use ▁in cent ives ▁to ▁change ▁their ▁behavior ▁through ▁the ▁means ▁of