Nudge

Résumé du livre

Richard H. Thaler (b. 1945) is a professor of Behavioral Science and Economics at the University of Chicago. Cass R. Sunstein (b. 1954) is a professor at Harvard Law School and serves as an advisor to president Barack Obama.

Businesses often prioritize profits over customer well-being, leveraging human impulses to drive consumption, such as promoting larger portions or using auto-renewing subscriptions. People frequently make irrational decisions due to temptation or a lack of willpower, as seen in experiments where larger portions led to overeating, even with unappetizing food. This behavior stems from reliance on the Instinctual System, which operates automatically and is prone to errors, unlike the Thoughtful System, which requires deliberate effort. Nudges—subtle adjustments in our environment—can help guide better choices, especially in complex or overwhelming situations where information is insufficient or overly complicated. For example, platforms like Stickk.com use commitment contracts to help individuals achieve goals, while default options, such as automatic enrollment in pension plans, simplify decision-making. Nudges preserve freedom of choice while making beneficial options more accessible, whether by placing fruit prominently in cafeterias or designing systems that encourage healthier or more responsible behaviors.

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