Nudge: Improving decisions about health, wealth and happiness
Richard Thaler, Cass Sunstein
Publication Date
January 2008
Since Service Design is often about influencing the behaviour of people — employees, customers or other stakeholders — this book is a "must read".

It explores the ethical questions of "choice architecture" and presents research findings from different disciplines. Finally it give practical examples from different fields.

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Two Comments
Jeff Howard on June 20, 2010 7:42pm
The authors have a weblog at that expands on the ideas in the book with plenty of examples.
Emanuel Martonca on July 2, 2010 9:48pm
Saying that Nudge is a "must read" for service designers is a big understatement. After having read this book while working in a customer experience team and having applied a lot of the ideas and concepts described by Thaler and Sunstein, I am convinced that you need to read this in order to have a complete understanding of the way people take decisions.

Although it is not the only book on the subject (Predictably Irrational by Dan Ariely and Irrationality bu Stuart Sutherland also come to my mind), Nudge goes one step further from only describing the ways in which people are "irrational" and actually provides a lot of concrete solutions for using this in the best interest of the users, clients, etc.

Nudge: Improving decisions about health, wealth and happiness
By Richard Thaler, Cass Sunstein
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