Nudge is about choices - how we make them and how we can make better ones. Authors Richard H. Thaler and Cass R. Sunstein offer a new perspective on preventing the countless mistakes we make - including ill-advised personal investments, consumption of unhealthy foods, neglect of our natural resources, and other bad decisions. Citing decades of cutting-edge behavioral science research, they demonstrate that sensible 'choice architecture' can successfully nudge people towards the best decisions without restricting their freedom of choice. Straightforward, informative, and entertaining, this is a must-read for anyone with interest in our individual and collective well-being.
저자소개
저자 : 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 : 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