People's ability to understand the factors that affect their behavior is surprisingly poor.
Since 95 percent of the people are imitators and only 5 percent initiators, people are persuaded more by the actions of others than by any proof we can offer.
We are pawns in a game whose forces we largely fail to comprehend.
A nudge is any aspect of the choice architecture that alters people's behavior in a predictable way without forbidding any options.
First, never underestimate the power of inertia. Second, that power can be harnessed.
If you want people to do something, make it easy.
Tell me how you measure me, and I will tell you how I will behave.
Incentives are the cornerstone of modern life. And understanding them — or, often, ferreting them out — is the key to solving just about any riddle.
One of the most robust findings in behavioral science is that people in groups tend to conform to the group's norms.
All humans are motivated to seek pleasure and avoid pain; to seek hope and avoid fear; to seek social acceptance and avoid rejection.
