If you want people to do the right thing, make it easy.” That is the simplest possible summary of Nudge by Cass Sunstein and Richard Thaler. We are all fallible creatures, and so benevolent policymakers need to make sure that the path of least resistance goes to a happy destination. It is a simple but important idea, and deservedly influential: Mr Sunstein became a senior adviser to President Obama, while Mr Thaler is this year’s winner of the Nobel memorial prize in economics.
如果你想要人們做正確的事情，那就把做這件事變得容易。這是對卡斯•桑斯坦(Cass Sunstein)和理察•塞勒(Richard Thaler)合著的《助推》(Nudge)最簡單的總結。我們都會犯錯，因此善意的政策制定者需要確保，最容易走的路徑通向一個好的目的地。這是一個簡單但很重要的想法，並且理所應當地具有影響力：桑斯坦成爲巴拉克•歐巴馬(Barack Obama)總統的高級顧問，而塞勒則是今年的諾貝兒經濟學獎得主。
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