Book
Thaler RH, Sunstein CR. Nudge: Improving Decisions About Health, Wealth, and Happiness. New Haven: Yale University Press; 2008. 293 p. (Final Edition: Penguin, 2021. 366 p.)
Why we cite it
Popularized "nudge theory" — the idea that small changes in how choices are presented (choice architecture) can significantly influence decisions without restricting options. Coined the framework of "libertarian paternalism": it is legitimate for choice architects to steer people toward better decisions as long as freedom of choice is preserved. The core insight for this project is that food environments are choice architectures — placing healthy foods at eye level, setting beneficial defaults, and reducing friction for good choices are all nudges. The book's Planner vs. Doer framework (mapping to Kahneman's System 1/System 2) explains why people make food choices they later regret: the Doer responds to immediate temptation while the Planner knows better. Over 2 million copies sold, spawned 400+ government "nudge units" worldwide. Final Edition (2021) added the concept of "sludge" — institutional frictions that prevent beneficial outcomes.
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