Nudge

The truth is that we are greatly influenced by small changes in the context of our situation - the smallest changes can have the biggest influences. This happens simply because we are human. As human beings, we systematically make certain mistakes and our minds are easily tricked. It is therefore essential to understand why we make certain mistakes and how our mind is fooled, because understanding these underlying factors will allow us to influence them.

Nudging alters peoples’ behaviour in a predictable way without forbidding any options or significantly changing their economic incentives. If you nudge, you alert, remind, or mildly warn somebody else. Nudges are not mandates. The idea behind nudges is libertarian paternalism (free will to listen to people in authority).

Nudge is a book full of those examples, where little ideas had a big impact and greatly improved decisions about health, wealth, and happiness.