Nudge: Improving Decisions About Health, Wealth and Happiness - Richard H Thaler

Choices are inevitable: from the lunch sandwich to the credit card and internet provider, to the house and car and pension plan, modern humans, particularly those living in technologically developed democracies are blessed (or cursed) with the freedom (and necessity) to choose all the time. Understanding of the decision process is crucial for the practitioners in marketing and advertising, politics (voting behaviour), social policy and many instances of design, from census forms to air plane controls. I will be simplifying things enormously, but fundamentally, there exist two models of human decision making which result in two models of human ...  Read the complete review