Any change in behavior can be described as a choice. Out of many alternatives a human always chooses one leaving others aside. Once we are not satisfied with the choice made, sometimes, when it’s possible we can try again an abandoned alternative. Is it possible to predict or even stimulate this choice? In the simplest case – probably yes. In fact, under the condition of the plenty of demand, for example, when a supermarket shelf is full of products with the same eating qualities there’s a problem to make a consumer buy a definite product. A similar intention is in the basis of any marketing strategy. If we follow this example with shopping in the rational model framework, it is obvious that in the process of product selection according its eating qualities we shall include a third parameter. In the same supermarket we can find organic products, grown as their ads say under special conditions close to natural ones. If your caring for your health is your bee in the bonnet and your purse won’t suffer much the difference between an ordinary chicken and an organic one, you belief that the second one is less harmful for your body will be your third parameter. You can evidently buy the organic chicken paying a bit more for it. Another example, let’s assume we’re invited to a reception where all-you-can-eat buffet teems with an abundance of different treats. If we’re hungry, we’ve two alternatives: to stop at the first table we can find and satisfy our hunger or put our desire to try everything first rationally program our consumption behavior and get our satisfaction throughout the reception. What we’ve just described is a simple description of the basics of the melioration theory which application to the addiction process was noted due to the following book: Heyman, Gene M. (2010): Addiction. A disorder of choice.