内容简介

什么是我们一生中耗时最多、最费心力的事？是做出大大小小的决策。但是，我们往往深陷难以计数的偏见和非理性中，做出荒谬的判断。这本书要解决的就是这样一个核心问题：如何通过助推在不需要强迫的情况下巧妙地引导人们做出更理性的选择。

事实上，自《助推》十多年前首次出版以来，这个书名及其传达的思想就已经深入人心，并在商界人士、政策制定者、各类消费者以及每一个关心个人与社会的公民中引发一轮又一轮的热议与行动，在世界各地的政府中催生了400多个“助推单位”，在各个经济领域催生了无数行为科学家团体。它教会了我们如何使用深思熟虑的“选择架构”——这个作者发明的概念，帮助我们为自己、为家庭、为社会做出更好的决策。

《助推》终极版就是在这个背景下，两位作者重新思考、梳理、总结自己过去十多年在政府内外的经验，以及各类新学科、新研究成果，全新修订和撰写的终极版本，为我们日常生活中面临的各种各样的问题提供了丰富的新见解，涉及健康、个人财务、退休储蓄、信用卡债务、住房抵押贷款、医疗保健、器官捐赠、气候变化等不同领域。最重要的是，两位作者的写作也遵守了助推的基本规则之一，保证让内容更有趣！

作者简介

理查德·塞勒（Richard H.Thaler）

2017年诺贝尔经济学奖得主。1945年生，1974年毕业于罗切斯特大学，获经济学博士学位。他现在执教于芝加哥大学布斯商学院（出过6位诺奖得主的商学院，着重理论研究、案例与实操课程），任金融和行为科学教授，同时在美国国民经济研究局（NBER）主持行为经济学的研究工作。塞勒教授的研究主要集中于社会心理学、行为经济学等交叉学科，属于“经济学帝国主义”的开疆拓荒者，被认为是现代行为经济学和行为金融学领域的先锋经济学家，在储蓄和投资行为研究的造诣也很深。2015年，他当选美国经济学学会主席，并著有畅销书《错误的行业》《助推》《赢家的诅咒》等。

卡斯·桑斯坦（Cass R.Sunstein）

曾任职于美国司法部、美国国会司法委员会和马萨诸塞州法院。他所涉猎的领域包括政策管理、宪法、环境法、经济法、行为经济学等，他在其中任何一个领域的成就都足以让他成为这个时代伟大的学者之一。他的各项研究成果已成为包括CIA在内的各类公共机构和企业的研究对象。哈佛大学法学院院长称卡斯·桑斯坦为“我们时代专业的、涉猎领域很广的、话语被引用很多的、影响力很大的法学家”。目前他担任美国政府信息与规制事务办公室主任，负责对美国现行监察政策进行绩效评价及对拟制定的规制提案进行成本和收益的系统评估。他著有《助推》《简化》《为什么助推》《阴谋论和其他危险的想法》等多部作品。

Content introduction

What is the most time-consuming and exhausting thing we do in our lives? It's about making decisions big and small. But too often, we are Mired in countless biases and irrationality, making absurd judgments. This book addresses the central question of how nudges can subtly lead people to make more rational choices without the need for coercion.

In fact, since Nudge was first published more than a decade ago, the title and its message have taken hold, sparking waves of discussion and action among business people, policymakers, consumers of all kinds, and every concerned individual and social citizen, spawking more than 400 "nudge units" in governments around the world. Has spawned numerous groups of behavioral scientists across the economy. It teaches us how to use thoughtful "choice architecture" - a concept invented by the author - to help us make better decisions for ourselves, for our families, and for society.

In this context, the two authors re-think, sort out, and summarize their experience in and outside the government over the past decade, as well as various new disciplines and new research results, the final version of the new revision and writing provides a wealth of new insights for a variety of issues facing our daily life. It covers areas as diverse as health, personal finance, retirement savings, credit card debt, home mortgages, health care, organ donation, climate change, and more. Best of all, the authors' writing also follows one of the basic rules of nudging, which is guaranteed to make the content more interesting!

About the author

Richard H.Thaler

Winner of the 2017 Nobel Prize in Economics. Born in 1945, he graduated from the University of Rochester in 1974 with a PhD in economics. He is now a professor of finance and behavioral sciences at the University of Chicago Booth School of Business (a school that has produced six Nobel Prize winners and focuses on theoretical research, case studies, and practical courses), and directs research in behavioral economics at the National Bureau of Economic Research (NBER). Professor Thaler's research is mainly focused on social psychology, behavioral economics and other interdisciplinary disciplines, is a pioneer of "economic imperialism", is considered to be a pioneer economist in the field of modern behavioral economics and behavioral finance, and is also very deep in the research of savings and investment behavior. He was elected president of the American Economic Association in 2015 and is the author of the best-selling books Wrong Business, Nudge and Winner's Curse.

By Cass R.Sunstein

He served on the U.S. Department of Justice, the U.S. Congressional Judiciary Committee, and the Massachusetts Court. His fields include policy management, constitutional law, environmental law, economic law, and behavioral economics, and his achievements in any one of these fields rank him among the great scholars of his time. His research has been the subject of research by various public institutions and corporations, including the CIA. The dean of Harvard Law School called Cass Sunstein "one of the professional, wide-ranging, much-cited, and influential jurists of our time." He currently serves as Director of the U.S. Office of Government Information and Regulatory Affairs, where he is responsible for evaluating the performance of current U.S. surveillance policies and systematically evaluating the costs and benefits of proposed regulatory proposals. He is the author of "Nudge," "Simplification," "Why Nudge," "Conspiracy Theories and Other Dangerous Ideas," among other books.