Richard H. Thaler, Cass R. Sunstein
Have you ever wondered why you consistently make poor choices despite knowing better? By tweaking the environments where we make decisions, choice architecture can subtly steer us toward better outcomes without restricting freedom.
Nudges guide human behavior in predictable ways without forbidding any options or significantly altering economic incentives.
We rely on two cognitive systems, where our fast and automatic thinking often overpowers our slow and deliberate reflection.
Choice architects can use tools like default options and social norms to help people overcome cognitive biases and inertia.