If you want to change behavior, sometimes the smallest nudge... - Richard Thaler

"If you want to change behavior, sometimes the smallest nudge is more effective than a large incentive."

Richard Thaler Inspiration

Economist Psychologist American Born 1945 (age 81)

More from Richard Thaler

"Mental accounting is how people organize, evaluate, and process financial activities."

"People are not always rational. We make systematic mistakes."

"The most important thing to realize is that we are all irrational some of the time."

"Behavioral economics is the study of human choice."

"The best part of living is knowing you survived."

"The world needs heroes."

"Life is too short to live poorly."

"I'd rather be an optimist and be wrong than a pessimist and be right"