Richard H. Thaler, Cass R. Sunstein
Human beings consistently make irrational choices due to cognitive biases, but by redesigning the environment where choices are made, you can steer them toward better outcomes without restricting their freedom.
Human thought operates via two distinct modes, a fast, instinctive automatic system that relies on heuristics and a slow, deliberate reflective system that requires conscious effort.
Because individuals rely heavily on their automatic system, they are susceptible to predictable cognitive blunders like loss aversion, status quo bias, and the tendency to follow the herd.
There is no such thing as a neutral design, meaning the physical or digital arrangement of options inherently influences the decisions people ultimately make.