NEWS20 August 2009

I've been reading... Nudge

Features

Tom Woodnutt of Hall & Partners tells us how Richard Thaler and Cass Sunstein’s bestseller influenced him.

In Nudge, Thaler and Sunstein put forward the idea that “no choice is ever presented in a neutral way”. There are numerous factors ‘nudging’ us one way or another every time we face a decision, whether it’s choosing what to have for lunch or deciding whether to donate an organ.

It’s all based on a belief that human beings are not nearly as rational as we like to think. As a result, it’s surprising how much difference can be made by giving people a nudge towards what you believe to be the right choice – for them, for you, or for society.

Tom Woodnutt, digital director at Hall & Partners, read the book, and in this five-minute interview he talks to us about how these ideas can be applied to research and communications.

Video:

Tom Woodnutt

Trouble playing the audio? Click here to download the MP3 file.

  • Have you read Nudge? Add your comments below.
  • Is there a book that has influenced your thinking about research? Email robertb@researchmagazine.co.uk if you’d like to put yourself forward.

@RESEARCH LIVE

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