Nudge

Every day we make decisions on topics ranging from the personal investments we select to the schools we pick for our children to the foods we eat to the causes we champion. Unfortunately, as authors Richard Thaler and Cass Sunstein astutely observe, we don't always choose well. The reason, the authors explain, is that we all are susceptible to cognitive biases and blunders that make us human, fallible, and prone to error.Thaler and Sunstein invite us to enter an alternative world, one that recognizes our humanness as a given. They show that the way we think can be used to our advantage: it is possible to design environments that make it more likely for us to act in our own interests. Using colourful examples from all aspects of life, Thaler and Sunstein demonstrate how 'choice architecture' can be established to nudge us in beneficial directions without restricting the full menu of choices available to us. Nudge offers a unique new take, from neither the left nor the right, on many current issues, and is one of the most engaging and provocative books to come along in years.

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"Two University of Chicago professors sketch a new approach to public policy that takes into account the odd realities of human behavior, like the deep and unthinking tendency to conform. Even in areas--like energy consumption--where conformity is irrelevant. Thaler has documented the ways people act illogically."--Barbara Kiviat, "Time"--Barbara Kiviat"Time" (04/03/2008)

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Richard H. Thaler is the Ralph and Dorothy Keller Distinguished Service Professor of Behavioral Science and Economics, Graduate School of Business, University of Chicago. Cass R. Sunstein is Karl N. Llewellyn Distinguished Service Professor of Jurisprudence, University of Chicago Law School.

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