Nudge

这本书最独特的地方，在于它不要求人变成理性经济人，而是承认我们本就是会偷懒、会从众、会损失厌恶的普通人，并据此重新设计做选择的环境。它提出一种看似矛盾的姿态：既坚持自由——不禁止任何选项、不强行改变激励，又相信可以通过巧妙的'选择架构'引导人们做出对自己更好的决定，即'自由意志的专制主义'。读者最津津乐道的，正是这种'既放手又引导'的微妙平衡：它尊重你选错的自由，却悄悄帮你少犯错。它适合那些既不愿被说教、又渴望少交学费的人；也适合关心制度设计者——从器官捐献率到退休储蓄，细节往往决定成败。

Richard H. Thaler, who was awarded the Nobel Prize in Economic Sciences in 2017 for his pioneering work in the fields of behavioral economics and finance, is the Charles R. Walgreen Distinguished Service Professor of Behavioral Science and Economics at the University of Chicago’s Booth School of Business, where he is the director of the Center for Decision Research. He is also the co-director (with Robert Shiller) of the Behavioral Economics Project at the National Bureau of Economic Research and the 2015 President of the American Economic Association. He has been published in several prominent journals and is the author of a number of books, including Misbehaving: The Making of Behavioral Economics. Cass R. Sunstein specializes in constitutional law, regulatory policy, and economic analysis of law. He is by far the most cited law professor in the United States. He has also written for many popular newspapers and magazines, including The New York Times, The Washington Post, Los Angeles Times, The Boston Globe, Chicago Tribune, The American Prospect, Time, Harper’s Magazine, and New Republic. He has also appeared on many national television and radio shows, including Nightline, Fox News, ABC World News, NBC Nightly News, 20/20, NewsHour, The O’Reilly Factor, and Fresh Air. Sunstein graduated in 1975 from Harvard College and in 1978 from Harvard Law School, magna cum laude. He clerked for Justice Thurgood Marshall of the U.S. Supreme Court. Before joining the faculty of the University of Chicago Law School, he worked as an attorney-advisor in the Office of Legal Counsel of the U.S. Department of Justice. Mr. Sunstein is the author of many articles and a number of books, including Republic.com (2001), Risk and Reason (2002), The Cost-Benefit State (2002), Why Societies Need Dissent (2003), The Second Bill of Rights (2004), Laws of Fear: Beyond the Precautionary Principle (2005), and Worst-Case Scenarios (2007).