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A nudge… 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.
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A good system of choice architecture helps people to improve their ability to map and select options that will make them better off.
One way to do this is to make the information about various options more comprehensible, by transforming numerical information into units that translate more ...
Insights from the architecture of choice reveal two opportunities for the innovator based on basic psychology and the fact that people have two distinctive thinking styles that they flip between;
The authorities at Schipol Airport in Amsterdam have etched the image of a black housefly into each urinal in the men's room. Men usually don't pay much attention to where they aim but if they see a target, their attention and accuracy increases.
The natural urge is to aim (and drown the fl...
iNcentives - The right incentives for the right people enable good decision-making processes.
Understand Mappings is how people can better relate to the consequences of different decision pathways
Defaults - People often leave the def...
A choice architect is one who indirectly influences the choices other people make. They are entitled to the responsibility for organizing the context in which people make decisions.
If you design the ballot the voters use it to choose candidates or design ...
For a given choice there is a default option, an option that will obtain if the chooser does nothing, then we can expect a large number of people to end up with that option.
Automatic renewal for magazine subscriptions is a classic example.
If the choice architect forces to choose th...
by Richard H. Thaler, Cass R. Sunstein
Generalist. Great minds discuss ideas, average minds discuss events, small minds discuss people.
Although this book is focused more on policy innovation, I liked the parts which show that any consumer-focused innovation should begin with understanding how consumers choose.
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Nudging involves gently coaxing someone into a decision or behavior. The successful nudge is one that results in the desired choice or behavior without the person realizing any external influence.
If a person is told about the economic incentives of their selection, they are more likely to make an active choice.
If the person is told about the pros and cons of their decision, they have a logical reason to make the desired choice, as it can minimize any potential los...
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