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¡°One of the few books . . . that fundamentally changes the way I think about the world.¡± -Steven D. Levitt, coauthor of Freakonomics
¡°Engaging and insightful . . . The conceptual argument is powerful, and most of the authors¡¯ suggestions are common sense at its best. . . . For that we should all applaud loudly.¡± -The New York Times Book Review
¡°An essential read . . . The book isn¡¯t only humorous, it¡¯s loaded with good ideas that financial-service executives, policy makers, Wall Street mavens, and all savers can use.¡± -The Boston Globe
¡°This book is terrific. It will change the way you think, not only about the world around you and some of its bigger problems, but also about yourself.¡± -Michael Lewis, author of Moneyball and Liar¡¯s Poker
¡°This gem of a book . . . is a must-read for anyone who wants to see both our minds and our society working better. It will improve your decisions and it will make the world a better place.¡± -Daniel Kahneman, Nobel Prize?winning author of Thinking, Fast and Slow
¡°Utterly brilliant . . . Nudge won¡¯t nudge you-it will knock you off your feet.¡± -Daniel Gilbert, author of Stumbling on Happiness
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Acknowledgments vii
Introduction I
Part I Humans and Econs
1 Biases and Blunders 17
2 Resisting Temptation 40
3 Following the Herd 53
4 When Do We Need a Nudge? 74
5 Choice Architecture 83
Part II Money
6 Save More Tomorrow 105
7 Naiet;ve Investing 120
8 Credit Markets 134
9 Privatizing Social Security: Smorgasbord Style 147
Part III Health
10 Prescription Drugs: Part D for Daunting 161
11 How to Increase Organ Donations 177
12 Saving the Planet 188
Part IV Freedom
13 Improving School Choices 201
14 Should Patients Be Forced to Buy Lottery Tickets? 209
15 Privatizing Marriage 217
Part V Extensions and Objections
16 A Dozen Nudges 231
17 Objections 239
18 The Real Third Way 255
19 Bonus Chapter: Twenty More Nudges 257
Postscript: November 2008 269
Notes 272
Bibliography 281
Index 303
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Today's Books Ãßõµµ¼ (2009.05.25)
Today's Books Ãßõ¼ ¸ðµÎ º¸·¯ °¡±â ¢º Go!
2009³â »ï¼º°æÁ¦¿¬±¸¼Ò CEO Ãßõµµ¼ SERI Ãßõµµ¼ ¸ðµÎ º¸·¯°¡±â!! ¢º Go!
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For fans of Malcolm Gladwell¡¯s Blink and Nobel Prize winner Daniel Kahneman¡¯s Thinking Fast and Slow, a revelatory new look at how we make decisions
More than 750,000 copies sold
A New York Times bestseller
An Economist Best Book of the Year
A Financial Times Best Book of the Year
Nudge is about choices-how we make them and how we can make better ones. Drawing on decades of research in the fields of behavioral science and economics, authors Richard H. Thaler and Cass R. Sunstein offer a new perspective on preventing the countless mistakes we make-ill-advised personal investments, consumption of unhealthy foods, neglect of our natural resources-and show us how sensible ¡°choice architecture¡± can successfully nudge people toward the best decisions. In the tradition of The Tipping Point and Freakonomics, Nudge is straightforward, informative, and entertaining-a must-read for anyone interested in our individual and collective well-being.
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