Nudge: Improving Decisions about Health, Wealth, and Happiness

摘要

In the first chapter of Nudge, Thaler and Sunstein lay out two types of people: homo eco-nomicus and homo sapiens. Homoeconomieus, or "Econ" lor short, is "economic man" who "chooses unfailingly well, and thus fits within the textbook picture of human beings offered by economists" (page 6). Homo sapiens, or "Humans" for short, are real people who make systematic mistakes, experience temptation, have limited energy, attention, knowledge;, will-power, and computational capacity.