Nudge

Nudge demonstrates that human behavior is not random—it’s predictable and manageable through smart design. Thaler and Sunstein show that by reshaping the environment in which decisions are made, we can improve health, financial stability, and societal welfare without restricting freedom. The power of a nudge lies in its subtlety: small, well-intentioned adjustments—like a default savings plan, a calorie label, or a reminder email—can lead to enormous positive change. The book’s underlying message is both hopeful and pragmatic: if we design systems around how humans truly behave rather than how we wish they behaved, we can build a happier, healthier, and more sustainable world.

Richard H. Thaler is a Nobel Prize–winning economist and one of the founding figures of behavioral economics. A professor at the University of Chicago Booth School of Business, his work bridges psychology and economics to explain why people often act against their own financial interests. His other notable works include Misbehaving: The Making of Behavioral Economics, which chronicles the rise of his field.

Cass R. Sunstein is a Harvard Law School professor and one of the most cited legal scholars in the world. He served in the Obama administration as the Administrator of the White House Office of Information and Regulatory Affairs, where he applied behavioral insights to improve government policy. Sunstein has written numerous books on law, regulation, and human behavior, including The World According to Star Wars and The Cost-Benefit Revolution.

Together, Thaler and Sunstein’s collaboration on Nudge has reshaped policymaking, business strategy, and everyday decision-making across the globe—proving that a small nudge in the right direction can change the course of millions of lives.