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Nudge: The Final Edition Paperback – August 3, 2021

4.4 4.4 out of 5 stars 3,825 ratings

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*Once again a New York Times bestseller! First the original edition, and now the new Final Edition*

An essential new edition―revised and updated from cover to cover―of one of the most important books of the last two decades, by Nobel Prize winner Richard H. Thaler and Cass R. Sunstein


More than 2 million copies sold

Since the original publication of
Nudge more than a decade ago, the title has entered the vocabulary of businesspeople, policy makers, engaged citizens, and consumers everywhere. The book has given rise to more than 400 “nudge units” in governments around the world and countless groups of behavioral scientists in every part of the economy. It has taught us how to use thoughtful “choice architecture”—a concept the authors invented—to help us make better decisions for ourselves, our families, and our society.

Now, the authors have rewritten the book from cover to cover, making use of their experiences in and out of government over the past dozen years as well as an explosion of new research in numerous academic disciplines. To commit themselves to never undertaking this daunting task again, they are calling this the “final edition.” It offers a wealth of new insights, for both its avowed fans and newcomers to the field, about a wide variety of issues that we face in our daily lives—COVID-19, health, personal finance, retirement savings, credit card debt, home mortgages, medical care, organ donation, climate change, and “sludge” (paperwork and other nuisances we don’t want, and that keep us from getting what we do want)—all while honoring one of the cardinal rules of nudging: make it fun!
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Popular Highlights in this book

From the Publisher

Discover how to make better decisions for yourself, your family, and society
Features All New Material about: medical care, personal finance, retirement savings, climate change

Few books can be said to have changed the world, but Nudge did. - Daniel Kahneman

The gold standard for using behavioral science to guide decisions. Even better than the original.

The new edition significantly deepened my understanding of what nudges are. It truly is a must-read

Editorial Reviews

Review

Nominated for Malcolm Gladwell, Susan Cain, Adam Grant, and Daniel H. Pink’s Next Big Idea Club

“A cultural phenomenon [that] finally brought behavioral economics into the mainstream . . . This version of the book is chock-full of new ideas. . . . Since the pandemic began, governments and companies around the world have had to think creatively about how to nudge people to wear masks, socially distance, and get vaccinated. And we’ve seen a lot of creative campaigns that adopt strategies outlined in
Nudge.” ―NPR’s Planet Money

“Few books can be said to have changed the world, but
Nudge did. The Final Edition is marvelous: funny, useful, and wise.” ―Daniel Kahneman, #1 New York Times bestselling author of Thinking, Fast and Slow
 
Nudge should be required reading for anyone who aspires to run a country, lead a company, raise a child, or make a choice. It’s the gold standard for using behavioral science to guide decisions and policies, and the new edition is even better than the original.” ―Adam Grant, #1 New York Times bestselling author of Think Again and host of the TED podcast WorkLife
 
Nudge has changed the way we think about both business’s and society’s biggest problems. The Final Edition is full of new insights and well worth reading.” ―Eric Schmidt, former CEO of Google
 
“We used the core principles of
Nudge when designing our protocols for resuming play during the pandemic. This new edition provides a refreshed set of practical concepts and strategies to influence decision-making for good.” ―Adam Silver, NBA commissioner
 
“If you’ve read
Nudge and think you fully grasp the concept and its uses, you are mistaken. The new edition significantly deepened my understanding of what nudges are and how they can be employed. It truly is a must-read.” ―Robert Cialdini, New York Times bestselling author of Influence

“Revolutionary. Once you’ve read it, you start seeing the evidence everywhere. Evidence that economic orthodoxy is woefully out of date, that as humans we’re not always rational, and that in every bit of architecture, design, and economic choice, we are ALWAYS being nudged in some way. Once we see and accept that, we can ask how we can make better choices. This book points us in the direction. It changes the way you see the world—this edition even more so.” ―
David Byrne, musician

“In the spirit of Donald Norman’s
The Design of Everyday Things . . . Thaler and Sunstein deliver a spirited argument to enable well-informed people to overcome various biases and ‘probabilistic harms’ to do what is best for them and, in the present case, their fellow ‘American Humans.’ . . . Students of design, politics, economics, and many other fields will delight in these provocative discussions.” ―Kirkus Reviews

Acclaim for the original edition of Nudge

Nudge has changed the world. You may not realise it, but as a result of its findings you’re likely to live longer, retire richer and maybe even save other people’s lives.” —The Times (London)

“Probably the most influential popular science book ever written.” —
BBC Radio 4

“One of the few books . . . that fundamentally changed the way I think about the world.” —
Steven D. Levitt, coauthor of Freakonomics

“Engaging and insightful . . . The conceptual argument is powerful, and most of the authors’ suggestions are common sense at its best. . . . For that we should all applaud loudly.” —
The New York Times Book Review

“An essential read . . . The book isn’t only humorous, it’s loaded with good ideas that financial-service executives, policy makers, Wall Street mavens, and all savers can use.” —
The Boston Globe
 
“This book is terrific. It will change the way you think, not only about the world around you and some of its bigger problems, but also about yourself.” —
Michael Lewis, author of Moneyball and Liar’s Poker

“This gem of a book . . . is a must-read for anyone who wants to see both our minds and our society working better. It will improve your decisions and it will make the world a better place.” —
Daniel Kahneman, Nobel Prize–winning author of Thinking, Fast and Slow
 
“Utterly brilliant . . .
Nudge won’t nudge you—it will knock you off your feet.” —Daniel Gilbert, author of Stumbling on Happiness

Nudge is as important a book as any I’ve read in perhaps twenty years. It is a book that people interested in any aspect of public policy should read. It is a book that people interested in politics should read. It is a book that people interested in ideas about human freedom should read. It is a book that people interested in promoting human welfare should read. If you’re not interested in any of these topics, you can read something else.” —Barry Schwartz, The American Prospect

“Engaging, informative, and thoroughly delightful.” —
Don Norman, author of The Design of Everyday Things and The Design of Future Things

“A wonderful book: more fun than any important book has a right to be—and yet it is truly both.” —
Roger Lowenstein, author of When Genius Failed
 
“Save the planet, save yourself. Do-gooders, policymakers, this one’s for you.” —
Newsweek
 
“Great fun to read . . . Sunstein and Thaler are very persuasive.” —
Slate
 
Nudge helps us understand our weaknesses, and suggests savvy ways to counter them.” —The New York Observer
 
“Always stimulating . . . An entertaining book that also deeply informs.” —
Barron’s
 
“Entertaining, engaging, and well written . . . Highly recommended.” —
Choice
 
“This
Poor Richard’s Almanack for the 21st century . . . shares both the sagacity and the witty and accessible style of its 18th-century predecessor.” —Law and Politics Book Review
 
“There are superb insights in
Nudge.” —Financial Times

About the Author

Richard H. Thaler was awarded the 2017 Nobel Memorial Prize in Economic Sciences for his contributions to the field of behavioral economics. He is the Charles R. Walgreen Distinguished Service Professor of Behavioral Science and Economics at the University of Chicago Booth School of Business. He is a member of the National Academy of Science and the American Academy of Arts and Sciences, and in 2015 he was the president of the American Economic Association. He has been published in numerous prominent journals and is the author of Misbehaving: The Making of Behavioral Economics.

Cass R. Sunstein is the Robert Walmsley University Professor at Harvard Law School, where he is the founder and director of the Program on Behavioral Economics and Public Policy. From 2009 to 2012 he served in the Obama administration as administrator of the White House Office of Information and Regulatory Affairs, from 2020 to 2021 he served as chair of the Technical Advisory Group for Behavioral Insights and Health at the World Health Organization, and in 2021 he joined the Biden administration as senior counselor and regulatory policy officer in the Department of Homeland Security. His many books include Impeachment: A Citizen's Guide, Too Much Information, and, with Daniel Kahneman and Olivier Sibony, Noise. He is the recipient of the 2018 Holberg Prize, awarded annually to a scholar who has made outstanding contributions to research in the arts, humanities, social sciences, law, or theology.

Product details

  • Publisher ‏ : ‎ Penguin Books; Revised edition (August 3, 2021)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 384 pages
  • ISBN-10 ‏ : ‎ 014313700X
  • ISBN-13 ‏ : ‎ 978-0143137009
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 5.49 x 0.81 x 8.44 inches
  • Customer Reviews:
    4.4 4.4 out of 5 stars 3,825 ratings

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Customers say

Customers find the book informative and interesting. They appreciate the nice writing style and powerful concepts. However, some readers find the third and fourth sections tedious and repetitive.

AI-generated from the text of customer reviews

28 customers mention "Readability"23 positive5 negative

Customers find the book engaging and worth reading. They say it does a good job of illustrating certain human behaviors. Many readers consider it a digestible read for anyone interested in public policy.

"This is a book I don’t regret buying at all. Very interesting read from start to finish. Bravo to the authors." Read more

"...(1) While the first two sections are enjoyable to read, the third and fourth sections become tedious. For instance, the third section is about money...." Read more

"...However, I still have benefited a lot from reading this book even I don't design any policies...." Read more

"...I've found two subjects of particular importance and worth consideration in my own country: Mandated Choice and Cap-and-trade systems...." Read more

23 customers mention "Information quality"18 positive5 negative

Customers find the book informative and readable. They appreciate the powerful concepts and how it leads to conclusions. The book provides readily accessible insights that cause them to view scenarios in new ways. It offers explanations for many phenomena we encounter daily, and a good overview across disciplines. Overall, it helps them think about different, subtler ways to achieve better outcomes for people.

"...the book, I found myself enlightened, as it offers explanations for many phenomena we encounter daily...." Read more

"...Providing readily-accessible insights that cause me to view scenarios in entirely new ways, I found the book easy to read, humorous, well-supported..." Read more

"...life-changing ability, as it helps me to be more aware and make more informed decisions." Read more

"I picked up alot of new tools reading this book. Enjoyed concepts like choice architects and types of nudges...." Read more

6 customers mention "Readable"6 positive0 negative

Customers find the book readable and informative. They appreciate the nice writing style.

"...cause me to view scenarios in entirely new ways, I found the book easy to read, humorous, well-supported by the science, and applicable across..." Read more

"I found this Final Edition of NUDGE very informative and readable...." Read more

"Well written, great ideas. But some parts can be skipped—too much detail if you’re not interested in the specific topic being discussed." Read more

"More people should listen to Thaler, and this book is very readable and practical. Highly recommend it." Read more

8 customers mention "Word complexity"2 positive6 negative

Customers find the book overly complicated and tedious. They mention it gets repetitive and bogs down in the third and fourth sections.

"...the first two sections are enjoyable to read, the third and fourth sections become tedious. For instance, the third section is about money...." Read more

"...There was a level of repetitiveness that was not necessary in the slightest." Read more

"This is an easy and interesting read...." Read more

"...(see "Thinking Fast and Slow"), I find this book a lot of words on rambling topics that lack a point...." Read more

Top reviews from the United States

  • Reviewed in the United States on December 18, 2024
    This is a book I don’t regret buying at all. Very interesting read from start to finish. Bravo to the authors.
  • Reviewed in the United States on January 10, 2024
    "Nudge or sludge? This question indeed becomes thought-provoking when grappling with real-world complexities. As I delved into the book, I found myself enlightened, as it offers explanations for many phenomena we encounter daily. For example, consider the amount of tip you would leave for your cab driver when paying with a credit card. Let's say the options are 15%, 20%, 25%, or any other amount you choose to write in. If you select the 20% option in the middle, you've been nudged! Conversely, if you're enticed by a "deal" with a rebate and make a purchase because of it, you might be sludged. This is because the seller intentionally makes the rebate claim process burdensome to ensure only 10-40% of rebates will be redeemed. Interestingly, the term 'nudge' wasn't coined by Thaler and Sunstein, but by a publisher who initially rejected their book manuscript. However, the term has gradually become a standard in the field since the book's first edition was released in 2009.

    I read this book after finishing Daniel Kahneman’s 'Thinking, Fast and Slow' and Richard Thaler’s 'Misbehaving'. This turned out to be the right sequence, as the foundation of Thaler’s two books is rooted in Kahneman's work. Specifically, 'Nudge' is based on 'Misbehaving'. With this reading sequence, you can better grasp the content.

    My criticisms of the book are mainly in the following two aspects:

    (1) While the first two sections are enjoyable to read, the third and fourth sections become tedious. For instance, the third section is about money. I was hoping for strategies that could be used to profit from moments when the financial markets are irrational. To my disappointment, a significant portion of the text was about nudging in scenarios of retirement plan choices. As Thaler himself pointed out, the median number of people who change their retirement plan is zero! Discussing such scenarios is not interesting at all.

    (2) Regarding the fourth section about society, there are many points I couldn't agree with. The authors' attempts to use nudge and sludge to solve societal issues seem to be an over-extrapolation of their applicable domains. Societal issues are more complicated than what can be explained by these two simple terms. For instance, Thaler tried to explain the China issue on Page 291. In short, how should we deal with China's argument that it would not be fair for it to face the same restrictions as wealthier nations that have been emitting more carbon for centuries – and getting rich as a result? A nudge-sludge solution overlooks the fact that China is a dictatorship. Their argument does not represent the views of its people. If we understand that all the Chinese Communist Party cares about is maintaining its regime, we won't bother dealing with their logical trap that they try to nudge us into. Another example of disagreement is on Page 322 when Thaler proposes replacing trigonometry education with finance for high schoolers. He believes a little finance knowledge on APR calculations is more important than trigonometry. Well, I couldn't agree. In my opinion, high school education in mathematics should only be strengthened, not weakened. Those APR calculations will become intuitive after students have developed a solid mathematical foundation. After all, not all knowledge can be taught in school. There is a lot, such as APR calculations, that can be learned in the University of Society.
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  • Reviewed in the United States on September 9, 2024
    Thaler and Sunstein have outdone themselves in this revised (final) version of the classic original. Providing readily-accessible insights that cause me to view scenarios in entirely new ways, I found the book easy to read, humorous, well-supported by the science, and applicable across business, NGO, and societal domains. Highly recommend this book to anyone seeking to influence change in their organization, community, or globally.
    One person found this helpful
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  • Reviewed in the United States on November 16, 2024
    I read this book because I loved "fast and slow" by daniel kahneman but this book just got worse as it went on. I do wish I would've read it in my 20's but overall it feels like limited opinions and just stretching out one topic to 300 pages. This one won't stay on my book shelf.
  • Reviewed in the United States on September 29, 2021
    This is an updated and revised version of a book first published in 2008. The first four chapters are essentially the same. "They set out the basic framework of our approach, including the term [begin italics] libertarian paternalism [end italics], which only its authors love."

    How specifically, does this edition differ? "Two important topics are given new chapters early on. The first is what we call [begin italics] Smart DIsclosure [end italics] The idea is that governments should consider the radical thought of moving at least into the twentieth century in the way they disclose important information....Widespread use of Smart DIsclosure would make it possible to to create online decision-making tools that we call [begin italics] choice engines [end italics] , which can make many tasks as easy as it has become to find the route to get to a new restaurant.

    "We have also added a new chapter on what we call [begin italics] sludge [end italics], which is nasty stuff that makes it more difficult to make wise choices...We introduce several choice architecture concepts, in addition to 'sludge,' that are new to this edition...These concepts play a large role in the chapters about financial decision making. We have increased the space we devote to climate change and the environment." [Pages xiii-xiv]

    According to Barry Schwartz, "What Kahneman and Tversky did for the basic psychology of decision making, Thaler and Sunstein did for policy. In domains as disparate as savings, health care, driving, energy conservation, eating, and even urinating (by men), Thaler and Sunstein provide evidence that left to their own devices, people often make mistakes, sometimes very consequential ones, and that these mistakes can be mitigated or even eliminated if institutions take an active role in doing so.

    "The oxymoronic term 'libertarian paternalism' captures much of the thinking behind Nudge. Its recommendations are paternalistic in that they try to steer people in the right direction.  But it is libertarian in that people are free to resist nudges if they choose to do so. This libertarian paternalist approach has come to be called 'soft paternalism,' in that people are influenced, but not required, to move in certain directions."

    So, what's a nudge? Sunstein has explained it this way: "A nudge is an intervention that maintains freedom of choice but steers people in a particular direction. A tax isn’t a nudge. A subsidy isn’t a nudge. A mandate isn’t a nudge. And a ban isn’t a nudge. A warning is a nudge: “If you swim at this beach, the current is high, and it might be dangerous.” You’re being nudged not to swim, but you can. When you’re given information about the number of fat calories in a cheeseburger, that is a nudge. If a utility company sends something two days before a bill is due, saying that “You should pay now, or you are going to incur a late fee,” that is a nudge. You can say no, but it’s probably not in your best interest to do so. Nudges help people deal with a fact about the human brain—which is that we have limited attention. The number of things that we can devote attention to in a day or an hour or a year is lower than the number of things we should devote attention to. A nudge can get us to pay attention."

    Thaler and Sunstein nudge their reader to consider being a "choice architect" who "has the responsibility for organizing the context in which people make decisions." They offer dozens of examples from their own experience and remind me of several of mine. Here's one. While attending a reception in Washington for a new UK ambassador to the United States, I became engaged in conversation with one of his aides.  When I asked him how he defined diplomacy, he replied, "Letting the other chap have it your way."

    That in essence is what nudging others is all about. Moreover, many of those who read this book may be encouraged to use some of the material to nudge themselves when making what may initially seem to be relatively minor decisions but could perhaps have important implications and even very serious consequences in months and even years to come. That is what one of the characters in Hemingway's The Sun Also Rises indicates when explaining how his company became bankrupt: "Gradually and then suddenly." The same is true of tooth decay and compound interest on credit card debt. Here's a positive example: What if you set aside only one dollar a day, every day, since you first went to work full-time?

    Those who share my high regard for this book are urged to check out Daniel Kahneman's Thinking, Fast and Slow.
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Top reviews from other countries

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  • Georges Corriveau
    5.0 out of 5 stars Great book
    Reviewed in Canada on December 4, 2024
    Weil wrote, easy and fun to read and delivring very usefull knowledge !
  • Augusto Duarte
    5.0 out of 5 stars I was skeptical at first, but it ended up being really meaningful
    Reviewed in Brazil on December 5, 2023
    We're always being influenced in our choices. This book explains not only how we can counter it, but how we can help other people make better choices themselves.
    I initially thought that authors couldn't mean good with a book about "helping" others choose, but they really managed to convince me that it is indeed possible to help people choose by themselves.
    One mais reason for that lies in the perception that most people act in "automatic mode" – a fact know to neuroscience and expressed in books about psychology such as Unwinding Anxiety. This "automatic mode" plunges people into a state where they're not really aware of what they're choosing, and corporations take advantage of that by (not) suggesting quick options such as a taxi tip or an automatic renewal of a subscription. Even how we phrase things can have a good impact over other people's choices: a doctor who says that 10% of patients die in a surgery has less patients than the one who says 90% survived.
    Other than the many useful advices, the book later on even includes specific chapters about savings and how to deal with choices regarding money.
    Overall, it's a very solid book on how our minds work, how we're taken advantage of and how to actually choose better.
  • MohammadHossein Heydarchi
    5.0 out of 5 stars Everyone needs to read it at least one time
    Reviewed in Sweden on July 29, 2024
    Lots of insight on human decision behavior
  • Monica
    5.0 out of 5 stars "Nudge by Richard H. Thaler and Cass R. Sunstein
    Reviewed in India on March 24, 2024
    Nudge" is a groundbreaking exploration into the realm of behavioral economics, penned by the esteemed duo of Richard H. Thaler and Cass R. Sunstein. Through a captivating blend of academic rigor and accessible prose, the authors delve into the subtle ways in which individuals can be influenced to make better choices in their lives.
  • Tim Waldmannstetter
    5.0 out of 5 stars Klare Leseempfehlung!
    Reviewed in Germany on August 28, 2023
    Nach der Lektüre von "Nudge: Improving Decisions About Health, Wealth, and Happiness" von Richard H. Thaler und Cass R. Sunstein, sehe ich die Welt der Entscheidungen mit ganz neuen Augen. Dieses Buch hat nicht nur mein Verständnis von menschlichem Verhalten und Entscheidungsmaking vertieft, sondern auch meinen Blick auf die unsichtbaren Kräfte geschärft, die unsere täglichen Entscheidungen beeinflussen.

    Die Autoren präsentieren die Idee des "Nudging" oder "Anstupsens" auf eine Weise, die sowohl faszinierend als auch praktisch ist. Besonders inspirierend fand ich das Konzept der "Wahlarchitekten". Es hat mir geholfen, die unauffälligen, aber extrem wirkungsvollen Wege zu erkennen, auf die Entscheidungen präsentiert oder organisiert werden können, um bestimmte Ergebnisse zu fördern. Das Buch zeigt, dass jeder von uns ein Wahlarchitekt sein kann, sei es als Elternteil, der versucht, sein Kind zu gesunden Entscheidungen zu bewegen, oder als Manager, der ein Team zu effektiverer Zusammenarbeit anleiten möchte.

    Bevor ich "Nudge" las, hatte ich nie wirklich darüber nachgedacht, wie wichtig die Gestaltung der Entscheidungsoptionen ist. Ob es nun um die automatische Anmeldung für die betriebliche Altersvorsorge oder die Platzierung von gesunden Lebensmitteln in der Cafeteria geht – die Wahlarchitektur ist oft der Schlüssel zum Erfolg. Ich habe gelernt, die subtilen, aber tiefgreifenden Einflüsse zu bemerken, die unsere Entscheidungen prägen, und ich bin viel bewusster im Umgang mit meinen eigenen Entscheidungsprozessen.

    Das Buch ist reich an Beispielen, wissenschaftlich fundiert und dennoch leicht verständlich. Die Autoren stellen sicher, dass der Leser die komplexen Theorien und Forschungen hinter dem Konzept des "Nudging" leicht versteht, und bieten praktische Anwendungen für den Alltag.

    Abschließend kann ich nur sagen, dass "Nudge" ein Must-Read ist für jeden, der Interesse an Verhaltensökonomie, Psychologie oder einfach nur am menschlichen Entscheidungsprozess hat. Es ist nicht nur ein fesselndes und informatives Buch, sondern auch ein nützliches Werkzeug für jeden, der seine eigenen Entscheidungen oder die anderer Menschen positiv beeinflussen möchte. Klare Lese- und Kaufempfehlung!