What can you learn from ‘Nudge’ by Cass Sunstein & Richard Thaler (2009, 312 pages)
In their book ‘Nudge’, Thaler and Sunstein are among the first to set out the arguments for using behavioural insights to change (‘nudge’) people’s behaviour. By changing the context of a decision, they argue it is possible to reduce unhealthy or undesirable decisions. Their main arguments stem from making sure that choices are presented in a way that appeals to an individual’s System 1 (emotional) thought process. The authors argue that this is more effective than the historic approach of appealing to System 2 (rational) thought process.
While this book provides a good grounding, there are more up-to-date books, such as ‘Switch’ and more tactically useful books, such as ‘Yes!’.