Nudge: Improving Decisions About Health, Wealth and Happiness
How do we make decisions? Poorly, it turns out. Nudge is designed to help us change the way we think about decision-making.
It is written by Cass R. Sunstein and Richard H. Thaler, winner of the 2017 Nobel Prize in Economics.
Nudge is relevant to fundraisers because no choice is ever presented in a neutral way, even if we try to do so. By understanding how people think, we can make it easier for them to choose what is best for them, their families and society.
In Nudge, Thaler and Sunstein invite us to enter an alternative world, one that takes our humanness as a given. They show that by knowing how people think, we can design choice environments that make it easier for people to choose what is best for themselves, their families, and their society.
Using colourful examples from the most important aspects of life, Thaler and Sunstein demonstrate how thoughtful “choice architecture” can be established to nudge us in beneficial directions without restricting freedom of choice. Nudge offers a unique new take-from neither the left nor the right-on many hot-button issues, for individuals and governments alike.
“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”.
Steven D. Levitt, co-author of Freakonomics
- Inside the Nudge Unit: How small changes can make a big difference by David Halpern (2019)
