第60页 Chapter 5

P60 You are also likely to be relatively casual and superficial in your thinking. When you feel strained, you are more likely be vigilant and suspicious, invest more effort in what you are doing, feel less comfortable, and make fewer errors, but you also are less intuitive and less creative than usual.

P62 A reliable way to make people believe in falsehood is frequent repetition, because familiarity is not easily distinguished from truth. Authoritarian institutions and markets have always known this fact.

It is entirely legitimate for you to enlist cognitive ease to work in your favor, and studies of truth illusions provide specific suggestions that may help you achieve this goal.

P63 More advice: if your message is to be printed, use high-quality paper to maximize the contrast between characters and their background. If you use color, you are more likely to be believed if your text is printed in bright blue or red than in middling shades of green, yellow, or pale blue.
If you care about being thought credible and intelligent, do not use complex language where simpler language will do.
Couching familiar ideas in pretentious language (华而不实的言语) is taken as a sign of poor intelligence and low credibility.
In addition to making your message simple, try to make it memorable. Put your ideas in verse if you can, they will be more likely to be taken as truth.
P64 Remember that System 2 is lazy and that mental effort is aversive. If possible, the recipients of your message want to stay away from anything that reminds them of effort, including a source with a complicated name.
All this is very good advice, but we should not get carried away. High quality paper, bright color, and rhyming or simple language will not be much help if your message is obviously nonsensical, or if it contradicts facts that your audience knows to be true.
P66 As expected, easily pronounced words evoke a favorable attitude.
Repetition induces cognitive ease and a comforting feeling of familiarity.
The finding has been confirmed in many experiments, using Chinese ideographs, faces, and randomly shaped polygons. (discussion section)
P67 It is also adaptive for the initial caution to fade if the stimulus is actually safe. The mere exposure effect occurs, because the repeated exposure of a stimulus is followed by nothing bad.
P74 We are able to communicate with each other because our knowledge of the world and our use of words are largely shared.
P75 All the headlines do is satisfy our need for coherence: a large event is supposed to have consequences, and consequences need causes to explain them. We have limited information about what happened on a day, and system 1 is adept at finding a coherent casual story that links the fragments of knowledge at its disposal.
(US treasuries, and hussein capture may not curb terrorism/US treasuries fall; hussein capture boosts allure of risky assets, YU: how to writing a good paper title) 
The rule of associative coherence tell us what happened.
P76 The commonly accepted wisdom was that we infer physical causality from repeated observations of correlations among events. We have had myriad experiences in which we saw one object in motion touching another object, which immediately starts to move, often (but not always) in the same direction. This is what happens when a billiard ball hits another, and it is also what happens when you knock over a vase by brushing against it.
P87 It is consistency of the information that matters for a good story, not its completeness. Indeed, you will often find that knowing little makes it easier to fit everything you know into a coherent pattern.
P111 But knowing is not yes-no affair and you may find that the following statements apply to you.....
P116 I reasoned that luck was the most likely answer, that a random search for a nonobvious cause was hopeless, and that in the meantime the pilots in the squadron that had sustained losses did not need the extra burden of being made to feel that they and their dead friends were at fault.
（其实我也在反思，真相真的重要吗？那最重要的又是哪些？审时度势，稳定军心鼓舞士气才是最重要的，In fact, we know, we always trust the truth, but sometimes the truth lies. All we can do is to tailor the things for our certain purpose. This is the life do.)
P117 We are far too willing to reject the belief that much of what we see in life is random.
(当你什麽也不知道时得出的结果，和你久经考虑得出的结果，尽管表面上是一致的，但是过程却是巨大的，就象无知者无畏，和洞悉世事却能洒脱 时的差别一样)
P128 Anchoring effects are threatening in a similar way. You are always aware of the anchor and even pay attention to it, but you do not know it guides and constrains your thinking, because you cannot imagine how you would have thought if the anchor had been different (or absent).