Thaler and Sunstein

Thaler and Sunstein are behavioral economists known for their work on "nudge theory." They suggest that small changes in how choices are presented can significantly influence people's decisions without restricting their freedom. For example, placing healthy foods at eye level in a cafeteria encourages better eating habits. Their book, "Nudge," argues that thoughtfully designed choices can lead to better outcomes in personal finance, health, and more, supporting the idea that people do not always make the best decisions due to biases and irrational behavior. The goal is to guide people towards better choices while preserving their autonomy.