Behavioral science is a catch phrase that has been in the news lately. Several recent books have popularized these fascinating ideas being used to shape current administration policies. Titles include Freakonomics, The Wisdom of Crowds, Predictably Irrational, Nudge, and Animal Spirits.Here are the concepts, boiled down to basics: it's hard for people to alter their behavior, even if it would be in their own best interests to do so. To change behavior, society has to:
· Make it clear
· Make it easy
· Make it popular
· Make it mandatory.
Try one of these books that help to explain why we crave chocolate instead of tofu!
-Lynne (Downtown)
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