Nudge: Improving Decisions About Health, Wealth, and Happiness(ISBN=9780143115267) 下载 mobi 免费 pdf 百度网盘 epub 2025 在线 电子书

　　Nudge is about choices—how we make them and how we can make

better ones. Authors Richard H. Thaler and Cass R. Sunstein offer a

new perspective on preventing the countless mistakes we make—

including ill-advised personal investments, consumption of

unhealthy foods, neglect of our natural resources, and other bad

decisions. Citing decades of cutting-edge behavioral science

research, they demonstrate that sensible “choice architecture”can

successfully nudge people towards the best decisions without

restricting their freedom of choice. S straightforward,

informative, and entertaining, this is a must-read for anyone with

interest in our individual and collective well-being.

Nudge Acknowledgments

Introduction

Part I: Humans and Econs

1. Biases and Blunders

2. Resisting Temptation

3. Following the Herd

4.When Do We Need a Nudge?

5. Choice Architecture

Part II: Money

6. Save More Tomorrow

7. Naive Investing

8. Credit Markets

9. Privatizing Social Security: Smorgasbord Style

Part III: Health

10. Prescription Drugs: Part D for Daunting

11. How to Increase Organ Donations

12. Saving the Planet

Part IV: Freedom

13. Improving School Choices

14. Should Patients Be Forced to Buy Lottery Tickets?

15. Privatizing Marriage

Part V: Extensions and Objections

16. A Dozen Nudges

17. Objections

18. The Real Third Way

19. Bonus Chapter: Twenty More Nudges

Postscript: November 2008

Notes

Bibliography

Index

Richard H. Thaler, who was awarded the Nobel Prize in Economic Sciences in 2017 for his pioneering work in the fields of behavioral economics and finance, is the Charles R. Walgreen Distinguished Service Professor of Behavioral Science and Economics at the University of Chicago’s Booth School of Business, where he is the director of the Center for Decision Research. He is also the co-director (with Robert Shiller) of the Behavioral Economics Project at the National Bureau of Economic Research and the 2015 President of the American Economic Association. He has been published in several prominent journals and is the author of a number of books, including Misbehaving: The Making of Behavioral Economics.

Cass R. Sunstein specializes in constitutional law, regulatory policy, and economic analysis of law. He is by far the most cited law professor in the United States. He has also written for many popular newspapers and magazines, including The New York Times, The Washington Post, Los Angeles Times, The Boston Globe, Chicago Tribune, The American Prospect, Time, Harper’s Magazine, and New Republic. He has also appeared on many national television and radio shows, including Nightline, Fox News, ABC World News, NBC Nightly News, 20/20, NewsHour, The O’Reilly Factor, and Fresh Air. Sunstein graduated in 1975 from Harvard College and in 1978 from Harvard Law School, magna cum laude. He clerked for Justice Thurgood Marshall of the U.S. Supreme Court. Before joining the faculty of the University of Chicago Law School, he worked as an attorney-advisor in the Office of Legal Counsel of the U.S. Department of Justice. Mr. Sunstein is the author of many articles and a number of books, including Republic.com (2001), Risk and Reason (2002), The Cost-Benefit State (2002), Why Societies Need Dissent (2003), The Second Bill of Rights (2004), Laws of Fear: Beyond the Precautionary Principle (2005), and Worst-Case Scenarios (2007).

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因此，在许多领域，人们都倾向于认为结果是完全可以预测的，并且音乐家、演员或者作家的成功与他们的能力和人格魅力是分不开的。对于这一倾向，我们要多加小心，关键时刻一些很小的干预甚至是巧合，都会对最终结果产生深远的影响。那些当红歌星们很可能与其他成百上千名有同样才华的艺人在演出水平上并没有太大的区别，但我们却连那些人的名字都叫不上来。

“损失厌恶”容易使人产生惰性，即一种强烈的保持现状的欲望。如果你因为不想招致损失而不愿意放弃某些事情，你便会拒绝因此发生的交易。在另外一个实验中，一个班里的一半学生得到了咖啡杯，而另一半学生得到的是一大块巧克力。咖啡杯和巧克力的价钱大体相当，因此在得到这两样东西之前，同学们表现出了对二者基本相等的占有欲望。然而，一且他们拿到了各自的东西，当我们再次要求他们将手中的东西换成另外一种时，仅有10%的人愿意这样做。

因此，我们看出，“损失厌恶”的作用实际上是一种认知助推它竭力阻止我们改变现有的状况，即便这些改变对我们非常有益。

别被自我想象中的聚光灯照花了眼！

你应当这样想：实际上他们并没有自己所想的那样关注自己。

As we shall see, small and apparently insignificant details can have major impacts on people's behavior. A good rule of thumb is to assume that "everything matters.

A nudge, as we will use the term, 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.

To qualify as Econs, people are not required to make perfect forecasts (that would require omniscience), but they are required to make unbiased forecasts. That is, the forecasts can be wrong, but they can’t be systematically wrong in a predictable direction. Unlike Econs, Humans predictably err.

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Nudge is about choices—how we make them and how we can make better ones. Authors Richard H. Thaler and Cass R. Sunstein offer a new perspective on preventing the countless mistakes we make— including ill-advised personal investments, consumption of unhealthy foods, neglect of our natural resources, and other bad decisions. Citing decades of cutting-edge behavioral science research, they demonstrate that sensible “choice architecture”can successfully nudge people towards the best decisions without restricting their freedom of choice. S straightforward, informative, and entertaining, this is a must-read for anyone with interest in our individual and collective well-being.