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Nudge: Improving Decisions About Health, Wealth, and Happiness
 
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Nudge: Improving Decisions About Health, Wealth, and Happiness (ハードカバー)

by Richard H. Thaler (著), Prof. Cass R. Sunstein (著)
4.0 out of 5 stars  See all reviews (1 customer review)
List Price: ¥ 2,437(Tax Included)
Price: ¥ 2,167 (Tax Included) & eligible for Free Shipping. Details
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Product Description

内容説明

Every day, we make decisions on topics ranging from personal investments to schools for our children to the meals we eat to the causes we champion. Unfortunately, we often choose poorly. The reason, the authors explain, is that, being human, we all are susceptible to various biases that can lead us to blunder. Our mistakes make us poorer and less healthy; we often make bad decisions involving education, personal finance, health care, mortgages and credit cards, the family, and even the planet itself.

 

Thaler and Sunstein invite us to enter an alternative world, one that takes our humanness as a given. They show that by knowing how people think, we can design choice environments that make it easier for people to choose what is best for themselves, their families, and their society. Using colorful examples from the most important aspects of life, Thaler and Sunstein demonstrate how thoughtful “choice architecture” can be established to nudge us in beneficial directions without restricting freedom of choice. Nudge offers a unique new take—from neither the left nor the right—on many hot-button issues, for individuals and governments alike. This is one of the most engaging and provocative books to come along in many years.

 

(20080518)

Product Details

  • ハードカバー: 293 pages
  • Publisher: Yale University Press; illustrated edition edition (2008/4/8)
  • Language: 英語, 英語, 英語
  • ISBN-10: 0300122233
  • ISBN-13: 978-0300122237
  • Release Date: 2008/4/8
  • Product Dimensions: 9.4 x 6.4 x 1.1 inches
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon.co.jp Sales Rank: #27,050 in 洋書 (See Bestsellers in 洋書)

    Category Ranking:

    #28 in  洋書 > Business & Investing > Marketing & Sales > Consumer Behavior
    #273 in  洋書 > Science > Behavioral Sciences
    #587 in  洋書 > Business & Investing > Popular Economics

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13 of 13 people found the following review helpful:
4.0 out of 5 stars 面白いが、要注意!, 2008/6/20
タイトル、日本語訳するなら「注意」とでもなる。

本書で二人の著者は、「リバタリアン・パターナリズム」を提唱する。それは、「注意を向けさせて、選択させやすいようにする」という発想だ。

人は注意深く選択することはあまりない。だから、誰かをコントロールするためには、価格でインセンティブ付けをするよりも選択の枠組みをいじったほうがいいということになる。すなわち、選択肢をひとに提示するときに計画者に都合の良いようにするのだ。

例もオモシロイ。たとえば空港に汚い男性トイレがあるとする。ハエが便器に描かれると、それを狙うようになるから便器から外れないようになるのだ。

著者の一人が実際に設計に携わった401kプランの例も載っている。デフォルトをいじることで、人々に十分な額の退職金を積立させようという努力だ。始めに少しの量を貯蓄させ、次第に貯蓄させる量を増やしていくプランだと貯蓄量が増えるという話も載っている。官庁の人は読んでみるといいのでは。

最後の方になって、この発想への反論に対する再反論が載っている。

行動経済学の知見をもとに厚生経済学を構築しようという学界の流れを反映して、こういう啓蒙書が出てきているのだろう。日々問題に直面している実務家向けの本といえそうだ。
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