When Humans Need a Nudge Toward Rationality-By JEFF SOMMER
When Humans Need a Nudge Toward Rationality-By JEFF SOMMER
Published: February 7, 2009
The New York Times
THE flies in the men’s-room urinals of the Amsterdam airport have been enshrined in the academic literature on economics and psychology. The flies — images of flies, actually — were etched in the porcelain near the urinal drains in an experiment in human behavior.
THE flies in the men’s-room urinals of the Amsterdam airport have been enshrined in the academic literature on economics and psychology. The flies — images of flies, actually — were etched in the porcelain near the urinal drains in an experiment in human behavior.
Images of flies in airport urinals have taught a lesson about human behavior, says Richard Thaler, the behavioral economist. After the flies were added, “spillage” on the men’s-room floor fell by 80 percent. “Men evidently like to aim at targets,” said Richard Thaler of the University of Chicago, an irreverent pioneer in the increasingly influential field of behavioral economics.
Mr. Thaler says the flies are his favorite example of a “nudge” — a harmless bit of engineering that manages to “attract people’s attention and alter their behavior in a positive way, without actually requiring anyone to do anything at all.” What’s more, he said, “The flies are fun.” (Click Here to Read More)
