Richard Thaler on the "Architecture of Choice"
We often make poor choices—and look back at them with bafflement!
June 06, 2008
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Our errors are what make us human, but until now, they have been largely ignored by those around us, whether they make a complex public policy or sell us a plain old bottle of wine. In a new book, Nudge
, Economist Richard Thaler
and legal scholar Cass Sunstein, invite us into 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 them to choose what is best for themselves, their families, and their society. Richard H. Thaler is the Ralph and Dorothy Keller Distinguished Service Professor of Behavioral Science and Economics and the director of the Center for Decision Research at the University of Chicago's Graduate School of Business.
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