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For fans of Malcolm Gladwell’s Blink and Nobel Prize winner Daniel Kahneman’s Thinking Fast and Slow, a revelatory new look at how we make decisions
More than 750,000 copies sold
A New York Times bestseller
An Economist Best Book of the Year
A Financial Times Best Book of the Year
Nudge is about choices—how we make them and how we can make better ones. Drawing on decades of research in the fields of behavioral science and economics, authors Richard H. Thaler and Cass R. Sunstein offer a new perspective on preventing the countless mistakes we make—ill-advised personal investments, consumption of unhealthy foods, neglect of our natural resources—and show us how sensible “choice architecture” can successfully nudge people toward the best decisions. In the tradition of The Tipping Point and Freakonomics, Nudge is straightforward, informative, and entertaining—a must-read for anyone interested in our individual and collective well-being.
- Sales Rank: #2119 in Books
- Brand: Penguin Books
- Model: 4836689
- Published on: 2009-02-24
- Released on: 2009-02-24
- Original language: English
- Number of items: 1
- Dimensions: 8.40" h x .80" w x 5.50" l,
- Binding: Paperback
- 312 pages
Features
Amazon.com Review
Questions for Richard Thaler and Cass Sunstein
Amazon.com: What do you mean by "nudge" and why do people sometimes need to be nudged?
Thaler and Sunstein: By a nudge we mean anything that influences our choices. A school cafeteria might try to nudge kids toward good diets by putting the healthiest foods at front. We think that it's time for institutions, including government, to become much more user-friendly by enlisting the science of choice to make life easier for people and by gentling nudging them in directions that will make their lives better.
Amazon.com: What are some of the situations where nudges can make a difference?
Thaler and Sunstein: Well, to name just a few: better investments for everyone, more savings for retirement, less obesity, more charitable giving, a cleaner planet, and an improved educational system. We could easily make people both wealthier and healthier by devising friendlier choice environments, or architectures.
Amazon.com: Can you describe a nudge that is now being used successfully?
Thaler and Sunstein: One example is the Save More Tomorrow program. Firms offer employees who are not saving very much the option of joining a program in which their saving rates are automatically increased whenever the employee gets a raise. This plan has more than tripled saving rates in some firms, and is now offered by thousands of employers.
Amazon.com: What is "choice architecture" and how does it affect the average person's daily life?
Thaler and Sunstein: Choice architecture is the context in which you make your choice. Suppose you go into a cafeteria. What do you see first, the salad bar or the burger and fries stand? Where's the chocolate cake? Where's the fruit? These features influence what you will choose to eat, so the person who decides how to display the food is the choice architect of the cafeteria. All of our choices are similarly influenced by choice architects. The architecture includes rules deciding what happens if you do nothing; what's said and what isn't said; what you see and what you don't. Doctors, employers, credit card companies, banks, and even parents are choice architects.
We show that by carefully designing the choice architecture, we can make dramatic improvements in the decisions people make, without forcing anyone to do anything. For example, we can help people save more and invest better in their retirement plans, make better choices when picking a mortgage, save on their utility bills, and improve the environment simultaneously. Good choice architecture can even improve the process of getting a divorce--or (a happier thought) getting married in the first place!
Amazon.com: You are very adamant about allowing people to have choice, even though they may make bad ones. But if we know what's best for people, why just nudge? Why not push and shove?
Thaler and Sunstein: Those who are in position to shape our decisions can overreach or make mistakes, and freedom of choice is a safeguard to that. One of our goals in writing this book is to show that it is possible to help people make better choices and retain or even expand freedom. If people have their own ideas about what to eat and drink, and how to invest their money, they should be allowed to do so.
Amazon.com: You point out that most people spend more time picking out a new TV or audio device than they do choosing their health plan or retirement investment strategy? Why do most people go into what you describe as "auto-pilot mode" even when it comes to making important long-term decisions?
Thaler and Sunstein: There are three factors at work. First, people procrastinate, especially when a decision is hard. And having too many choices can create an information overload. Research shows that in many situations people will just delay making a choice altogether if they can (say by not joining their 401(k) plan), or will just take the easy way out by selecting the default option, or the one that is being suggested by a pushy salesman.
Second, our world has gotten a lot more complicated. Thirty years ago most mortgages were of the 30-year fixed-rate variety making them easy to compare. Now mortgages come in dozens of varieties, and even finance professors can have trouble figuring out which one is best. Since the cost of figuring out which one is best is so hard, an unscrupulous mortgage broker can easily push unsophisticated borrowers into taking a bad deal.
Third, although one might think that high stakes would make people pay more attention, instead it can just make people tense. In such situations some people react by curling into a ball and thinking, well, err, I'll do something else instead, like stare at the television or think about baseball. So, much of our lives is lived on auto-pilot, just because weighing complicated decisions is not so easy, and sometimes not so fun. Nudges can help ensure that even when we're on auto-pilot, or unwilling to make a hard choice, the deck is stacked in our favor.
Amazon.com: Are we humans just poorly adapted for making sound judgments in an increasingly fast-paced and complex world? What can we do to position ourselves better?
Thaler and Sunstein: The human brain is amazing, but it evolved for specific purposes, such as avoiding predators and finding food. Those purposes do not include choosing good credit card plans, reducing harmful pollution, avoiding fatty foods, and planning for a decade or so from now. Fortunately, a few nudges can help a lot. A few small hints: Sign up for automatic payment plans so you don’t pay late fees. Stop using your credit cards until you can pay them off on time every month. Make sure you're enrolled in a 401(k) plan. A final hint: Read Nudge.
Review
"How often do you read a book that is both important and amusing, both practical and deep? This gem of a book presents the best idea that has come out of behavioral economics. It is a must-read for anyone who wants to see both our minds and our society working better. It will improve your decisions and it will make the world a better place."-Daniel Kahneman, Princeton University, Nobel Laureate in Economics (Daniel Kahneman )
"In this utterly brilliant book, Thaler and Sunstein teach us how to steer people toward better health, sounder investments, and cleaner environments without depriving them of their inalienable right to make a mess of things if they want to. The inventor of behavioral economics and one of the nation''s best legal minds have produced the manifesto for a revolution in practice and policy. Nudge won''t nudge you-it will knock you off your feet."-Daniel Gilbert, professor of psychology, Harvard University, Author of Stumbling on Happiness (Daniel Gilbert )
"This is an engaging, informative, and thoroughly delightful book. Thaler and Sunstein provide important lessons for structuring social policies so that people still have complete choice over their own actions, but are gently nudged to do what is in their own best interests. Well done."-Don Norman, Northwestern University, Author of The Design of Everyday Things and The Design of Future Things (Don Norman )
"This book is terrific. It will change the way you think, not only about the world around you and some of its bigger problems, but also about yourself."-Michael Lewis, author of The Blind Side: Evolution of a Game and Liar''s Poker (Michael Lewis )
"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 )
"Richard Thaler and Cass Sunstein''s Nudge is a wonderful book: more fun than any important book has a right to be-and yet it is truly both."-Roger Lowenstein, author of When Genius Failed (Roger Lowenstein )
"A manifesto for using the recent behavioral research to help people, as well as government agencies, companies and charities, make better decisions."-David Leonhardt, The New York Times Magazine (David Leonhardt The New York Times Magazine )
"I love this book. It is one of the few books I''ve read recently that fundamentally changes the way I think about the world. Just as surprising, it is fun to read, drawing on examples as far afield as urinals, 401(k) plans, organ donations, and marriage. Academics aren''t supposed to be able to write this well."-Steven Levitt, Alvin Baum Professor of Economics, University of Chicago Graduate School of Business and co-author of Freakonomics: A Rogue Economist Explores the Hidden Side of Everything (Steven Levitt )
Review
"Fundamentally changes the way I think about the world. . . . Academics aren't supposed to be able to write this well." —Steven Levitt, co-author of Freakonomics
"[An] utterly brilliant book. . . . Nudge won't nudge you-it will knock you off your feet." —Daniel Gilbert, author of Stumbling on Happiness
"Nudge is as important a book as any I've read in perhaps twenty years. It is a book that people interested in any aspect of public policy should read. It is a book that people interested in politics should read. It is a book that people interested in ideas about human freedom should read. It is a book that people interested in promoting human welfare should read. If you're not interested in any of these topics, you can read something else." —Barry Schwartz, The American Prospect
"This book is terrific. It will change the way you think, not only about the world around you and some of its bigger problems, but also about yourself." —Michael Lewis, author of Moneyball
From the Author
A conversation with Richard Thaler & Cass Sunstein
Q: What do you mean by "nudge" and why do people sometimes need to be nudged?
A: By a nudge we mean anything that influences our choices. A school cafeteria might try to nudge kids toward good diets by putting the healthiest foods at front. We think that it's time for institutions, including government, to become much more user-friendly by enlisting the science of choice to make life easier for people and by gentling nudging them in directions that will make their lives better.
Q: You discuss tricks our minds play on us, and biases we have. What are some of those?
A: As with visual or optical illusions, our minds can play tricks on us. For example, we are very sensitive to the way choices are described or "framed." A medical treatment can be made more or less attractive depending on whether the outcomes are described in terms of the chances of survival or the chances of death, even though these are, of course, equivalent.
Q: What are some of the situations where nudges can make a difference?
A: Well, to name just a few: better investments for everyone, more savings for retirement, less obesity, more charitable giving, a cleaner planet, and an improved educational system. We could easily make people both wealthier and healthier by devising friendlier choice environments, or architectures.
Q: Can you describe a nudge that is now being used successfully?
A: One example is the Save More Tomorrow program. Firms offer employees who are not saving very much the option of joining a program in which their saving rates are automatically increased whenever the employee gets a raise. This plan has more than tripled saving rates in some firms, and is now offered by thousands of employers.
Q: You are very adamant about allowing people to have choice, even though they may make bad ones. But if we know what's best for people, why just nudge? Why not push and shove?
A: Those who are in position to shape our decisions can overreach or make mistakes, and freedom of choice is a safeguard to that. One of our goals in writing this book is to show that it is possible to help people make better choices and retain or even expand freedom. If people have their own ideas about what to eat and drink, and how to invest their money, they should be allowed to do so.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Libertarian paternalism
By Amazon Customer
When I first realized that the book was centered around the idea of "libertarian paternalism" I about laughed my butt off. How in the world could two antithetical ideologies work in harmony become a congruent ideology? I didn't think that it could, but the authors did a great job. I agree with most everything they authors had to say but wished they had fleshed out about some topics more, namely school choice. Anyways his was a very interesting read and deserves 5 stars
0 of 0 people found the following review helpful.
Excellent book for those trying to implement change against the ...
By P. Lewis
Excellent book for those trying to implement change against the natural tendency to resist it. A great companion to the book "Switched"
112 of 131 people found the following review helpful.
A little of everything, and therefore unfortunately not much of anything
By Meadowbank
This book covers a lot of ground, and none of it is covered with any rigour or depth.
There are occasional interesting pieces of insight - for example, if you want people to reduce their energy usage, it may be enough to tell above-average users that they are in that category - below-average users, not so much, they may then use more energy - but you can counter this by a nice smiley emoticon next to where that fact is displayed (implying they're doing a great thing by using less energy) and their usage will stay low.
The problem is, to gain these nice pieces of insight, I had to dig through much much more content that was not covered well.
Here are some of the the things you'll find in this book
- A superficial review of psychology research concerning a few factors on how people make choices (For example, too many choices lead to overwhelm and bad decisions. Another example - people can be influenced to make a bad decision if others around them are making bad decisions).
- A explanation of how people can be helped to make good choices, for example with food, by where food is placed on store shelves (e.g. at eye level vs not).
- Many many pages of excruciating detail on why choices of medical insurance plans can be a complex and painful process. Ditto for how the complexity of investing can lead to bad investment choices. None of this is original.
- A fairly basic solution proposed to complexity of choices - regulations to require providers to provide information on the implications of their choices - for example, lenders should provide documentation of the implications of a given choice of loan - what you'd end up paying over time (not just at the time of initial "special deals") and what the worst case scenario would imply in terms of costs for you. This information, the authors advise, should not be buried in the fine print. Very very obvious stuff.
- A chapter on making organ donation to be opt-out instead of opt-in. One of the better chapters, with some evidence given of it having worked in some countries. But could have been dealt with in a few paragraphs, did not need to be stretched to a chapter (admittedly a short chapter).
- Some attempts at philosophical argument for why governments should be allowed to "nudge" people to better choices, but not done to any depth or rigour.
- Several side comments that did not provide any new insights - for example, that the principle of what actions are being taken by those in authority should be transparent might have prevented the atrocities at Abu Ghraib. Again, nothing original here.
- Several trite pieces of advice about how publicising a commitment you've made (e.g. to lose weight) and setting up disincentives for failure (e.g. a certain amount of money to be donated to a cause you disapprove of) can help you achieve the goal. Again, nothing new here.
- A more reasonable chapter on privatizing marriage - the goal being to allow religious groups to endorse marriages based on their convictions, but for all partnerships to be granted equal legal status. Not really related to the concept of nudging though, and drawn out and padded with sociological thoughts on what function marriage has historically served, which does not seem to be the authors' field of expertise.
- Random pieces of advice such as permitting motorcycle riders to not wear helmets if they take extra training and show evidence of medical insurance. If I could be sure that they are also paying higher insurance premiums I might not be too annoyed at that one, but the authors don't venture into this area of discussion so again I felt their treatment of this topic was incomplete.
- A recommendation that the Social Security Administration assist those claiming benefits by making more clear at what age you should start collecting the benefits if you want to obtain the maximum amount of money by it (allowing for things like, maybe I'm ok with less money if I want it sooner). Having a payer assist a payee in taking maximum advantage is nice and altruistic, good luck with getting that happening.
Overall it felt like the authors had a collection of unrelated instances of advice that they were trying to force to fit the concept of a "nudge".
If you are interested in this kind of content from a psychology viewpoint, read Freakonomics (Dubner and Levitt), Predictably Irrational (Ariely), Influence (Cialdini), Tipping Point (Gladwell). For the investment advice and bits of self-help associated with that, David Bach does a better job in his various books.
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