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Every day we make decisions: about the things that we buy or the meals we eat; about the investments we make or our children's health and education; even the causes that we champion or the planet itself. Unfortunately, we often choose poorly. We are all susceptible to biases that can lead us to make bad decisions that make us poorer, less healthy and less happy. And, as Thaler and Sunstein show, no choice is ever presented to us in a neutral way. By knowing how people think, we can make it easier for them to choose what is best for them, their families and society. Using dozens of eye-opening examples the authors demonstrate how to nudge us in the right directions, without restricting our freedom of choice. "Nudge" offers a unique new way of looking at the world for individuals and governments alike. This is one of the most engaging, provocative and important books you will ever read.

Acknowledgments

Introduction

PART Ⅰ Humans and Econs

　1. Biases and Blunders

　2. Resisting Temptation

　3. Following the Herd

　4. When Do We Need a Nudge?

　5. Choice Architecture

PART Ⅱ Money

　6. Save More Tomorrow

　7. Naive Investing

　8. Credit Markets

　9. Privatizing Social Security: Smorgasborg Style

PART Ⅲ Society

　10. Prescription Drugs: Part D for Daunting

　11. How to Increase Organ Donations

　12. Saving the Planet

　13. Privatizing Marriage

PART Ⅳ Extensions and Objections

　14. A Dozen Nudges

　15. Objections

　16. The Real Third Way

Postscript: The Financial Crisis of 2008

Notes

Bibliography

Index

Richard H.Thaler is 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 is also research associate at the National Bureau of Economic Research.

Cass R. Sunstein is Karl N. Llewellyn Distinguished Service Professor of Jurisprudence, University of Chicago Law School and Department of Political Science.

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因此，在许多领域，人们都倾向于认为结果是完全可以预测的，并且音乐家、演员或者作家的成功与他们的能力和人格魅力是分不开的。对于这一倾向，我们要多加小心，关键时刻一些很小的干预甚至是巧合，都会对最终结果产生深远的影响。那些当红歌星们很可能与其他成百上千名有同样才华的艺人在演出水平上并没有太大的区别，但我们却连那些人的名字都叫不上来。

“损失厌恶”容易使人产生惰性，即一种强烈的保持现状的欲望。如果你因为不想招致损失而不愿意放弃某些事情，你便会拒绝因此发生的交易。在另外一个实验中，一个班里的一半学生得到了咖啡杯，而另一半学生得到的是一大块巧克力。咖啡杯和巧克力的价钱大体相当，因此在得到这两样东西之前，同学们表现出了对二者基本相等的占有欲望。然而，一且他们拿到了各自的东西，当我们再次要求他们将手中的东西换成另外一种时，仅有10%的人愿意这样做。

因此，我们看出，“损失厌恶”的作用实际上是一种认知助推它竭力阻止我们改变现有的状况，即便这些改变对我们非常有益。

别被自我想象中的聚光灯照花了眼！

你应当这样想：实际上他们并没有自己所想的那样关注自己。

As we shall see, small and apparently insignificant details can have major impacts on people's behavior. A good rule of thumb is to assume that "everything matters.

A nudge, as we will use the term, is any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives.

To qualify as Econs, people are not required to make perfect forecasts (that would require omniscience), but they are required to make unbiased forecasts. That is, the forecasts can be wrong, but they can’t be systematically wrong in a predictable direction. Unlike Econs, Humans predictably err.

书籍介绍

Every day we make decisions: about the things that we buy or the meals we eat; about the investments we make or our children's health a nd e ducation; even the causes that we champion or the planet itself. Unfortunately, we often choose poorly. We are all susceptible to biases that can lead us to make bad decisions that make us poorer, less healthy and less happy. And, as Thaler and Sunstein show, no choice is ever presented to us in a neutral way. By knowing how people think, we can make it easier for them to choose what is best for them, their families and society. Using dozens of eye-opening examples the authors demonstrate how to nudge us in the right directions, without restricting our freedom of choice. "Nudge" offers a unique new way of looking at the world for individuals and governments alike. This is one of the most engaging, provocative and important books you will ever read.

'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, organ donations and marriage'

—Steven D. Levitt, co-author of Freakonomics

'This book is terrific. It will change the way you think, not only about the world around you and some of it's bigger problems, but also about yourself' —Michael Lewis

'Hugely influential ... choice architects are everywhere' —Andrew Sparrow, Guardian