Nudge (book) way alongside Malcolm Gladwell's "Blink" (inferior social science, far breezier style) on the bestseller list". Elizabeth Kolbert writing for "The New Yorker" held reservations about some of the book's conclusions when she wrote that many of the suggestions in "Nudge" seem like good ideas, and even, as with “Save More Tomorrow,” practical ones. The whole project, though, as Thaler and Sunstein acknowledge, raises some pretty awkward questions. If the “nudgee” can’t be depended on to recognize his own best interests, why stop at a nudge? Why not offer a “push,” or perhaps even a “shove”? And if people can’t be
Richard Thaler Thaler was offered a position at the University of Chicago's Booth School of Business in 1995, where he has taught ever since. Thaler has written a number of books intended for a lay reader on the subject of behavioral economics, including "Quasi-rational Economics" and "The Winner's Curse", the latter of which contains many of his "Anomalies" columns revised and adapted for a popular audience. One of his recurring themes is that market-based approaches are incomplete: he is quoted as saying, "conventional economics assumes that people are highly-rational—super-rational—and unemotional. They can calculate like a computer and have no self-control problems." Thaler