Nudge: Improving Decisions About Health, Wealth, and Happiness

How Small Design Tweaks Transform Big Consumer Decisions

Richard H. Thaler, Cass R. Sunstein

2008

6 Key Insights

About This Book

Imagine doubling your savings without lifting more than a finger, or saving thousands on prescriptions just by clicking a button. In Nudge you’ll discover the hidden design of everyday choices—from cafeteria layouts to online menus—and learn how tiny environmental tweaks steer people toward healthier, wealthier, and wiser lives. Packed with vivid stories, real-world cases, and simple implementable strategies, this guide shows how governments, businesses, and individuals can harness subtle ‘nudges’ to make better decisions every day.

About the Author

Richard H. Thaler is the Ralph and Dorothy Keller Distinguished Service Professor of Behavioral Science and Economics at the University of Chicago. A pioneer of behavioral economics, he won the 2017 Nobel Prize for revealing how subtle human biases shape decisions. Cass R. Sunstein serves as a professor at Harvard Law School and was Administrator of the White House Office of Information and Regulatory Affairs (2009–2012). Together they blend economics, psychology, and policy into powerful lessons for change.

Biggest Takeaway

By mastering the art of nudging, you’ll be able to: boost employee retirement savings by up to 50% without pay cuts; cut prescription drug costs by hundreds of dollars per patient; persuade tenants to recycle more and conserve energy with simple feedback; and increase organ donation rates to save thousands of lives annually, all while fully preserving individual freedom of choice.

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