Nudge

Improving Decisions about Health, Wealth, and Happiness

Thaler, Richard H. , Sunstein, Cass R. 저자(글)

Penguin Books · 2009년 02월 24일

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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.

작가정보

저자(글) Thaler, Richard H.

Richard H. Thaler is a pioneer in the fields of behavioral economics and finance.

Although his first writings on behavioral economics appeared in 1980, Thaler became more prominent between 1987 and 1990 when he wrote a regular column called “Anomalies”, published in the Journal of Economic Perspectives. In his column he wrote on a myriad of subjects that illustrated the ways in which human behavior seemed to violate traditional economic theories. These columns were later published in the collection The Winner’s Curse.

Daniel Kahneman later cited his joint work with Thaler as a “major factor” in his receiving the Bank of Sweden Prize in Economic Sciences in Memory of Alfred Nobel. Commenting on the prize, he said, “The committee cited me ‘for having integrated insights from psychological research into economic science’. Although I do not wish to renounce any credit for my contribution, I should say that in my view the work of integration was actually done mostly by Thaler and the group of young economists that quickly began to form around him.”

Thaler is currently the Ralph and Dorothy Keller Distinguished Service Professor of Behavioral Science and Economics, and Director of the Center for Decision Research, Graduate School of Business, University of Chicago. He previously taught at Cornell University and MIT.

저자(글) Sunstein, Cass R.

Cass R. Sunstein specializes in constitutional law, regulatory policy, and economic analysis of law. In the academic world, he is by far the most cited law professor in the United States. He has also written for many popular newspapers and magazines, including The New York Times, The Washington Post, The Los Angeles Times, The Boston Globe, The Chicago Tribune, The American Prospect, Time, Harpers, and The New Republic. He has also appeared on many national television and radio shows, including Nightline, Fox News, the ABC Evening News, the NBC Evening News, 20/20, the News Hour, The O’Reilly Factor, and Fresh Air.

Sunstein graduated in 1975 from Harvard College and in 1978 from Harvard Law School magna cum laude. After graduation, he clerked for Justice Thurgood Marshall of the U.S. Supreme Court. Before joining the faculty of the University of Chicago Law School, he worked as an attorney-advisor in the Office of the Legal Counsel of the U.S. Department of Justice. Mr. Sunstein has testified before congressional committees on many subjects, and he has been involved in constitution-making and law reform activities in a number of nations, including Ukraine, Poland, China, South Africa, and Russia. A member of the American Academy of Arts and Sciences, Mr. Sunstein has been Samuel Rubin Visiting Professor of Law at Columbia, visiting professor of law at Harvard, vice-chair of the ABA Committee on Separation of Powers and Governmental Organizations, chair of the Administrative Law Section of the Association of American Law Schools, a member of the ABA Committee on the future of the FTC, and a member of the President's Advisory Committee on the Public Service Obligations of Digital Television Broadcasters.

Mr. Sunstein is author of many articles and a number of books, including Republic.com (2001), Risk and Reason (2002), The Cost-Benefit State (2002), Why Societies Need Dissent (2003), The Second Bill of Rights (2004), Laws of Fear: Beyond the Precautionary Principle (2005), and Worst-Case Scenarios (2007). He is now working on various projects involving the relationship between law and human behavior

목차

• Acknowledgments vii
  
  Introduction I
  
  Part I Humans and Econs
  
  1 Biases and Blunders 17
  2 Resisting Temptation 40
  3 Following the Herd 53
  4 When Do We Need a Nudge? 74
  5 Choice Architecture 83
  
  Part II Money
  
  6 Save More Tomorrow 105
  7 Naiet;ve Investing 120
  8 Credit Markets 134
  9 Privatizing Social Security: Smorgasbord Style 147
  
  Part III Health
  
  10 Prescription Drugs: Part D for Daunting 161
  11 How to Increase Organ Donations 177
  12 Saving the Planet 188
  
  Part IV Freedom
  
  13 Improving School Choices 201
  14 Should Patients Be Forced to Buy Lottery Tickets? 209
  15 Privatizing Marriage 217
  
  Part V Extensions and Objections
  
  16 A Dozen Nudges 231
  17 Objections 239
  18 The Real Third Way 255
  19 Bonus Chapter: Twenty More Nudges 257
  
  Postscript: November 2008 269
  Notes 272
  Bibliography 281
  Index 303

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