Nudge by Thaler and Sunstein

A very interesting discussion of a concept the authors call "Libertarian Paternalism." Drawing initially on the research in predictable human cognitive bias the book proposes a mentality that allows both for designing "choice architectures" which preserve sufficient individual options (libertarian) while structuring the options such that the chooser is pushed towards a "best" option in proportion to their personal tendency to avoid choosing in the first place. Examples include rather than forcing motorcycle drivers to wear a helmet, requiring those that go helmet-less to carry supplemental insurance; placing the healthy food at eye level in school cafeterias; and making contributions to employer provided savings plans opt-out rather than opt-in. The authors suggest what they refer to as the "publicity principal" to protect the public from self-interested nudges; announce in advance precisely what behavior you are optimizing for. If you fear talking openly about it you probably shouldn't be influencing people. I was surprised, about half way through this book to realize that I may well already be something of an adherent to the philosophy.