Richard H. Thaler

Richard H. Thaler's books explore behavioral economics, decision-making, incentives, choice architecture, financial behavior, and the predictable ways actual choices depart from simplified models. Nudge examines how the design of options can influence decisions about health, wealth, and happiness without eliminating choice. Misbehaving follows anomalies that challenged assumptions about consistently rational actors.

Advances in Behavioral Finance brings related evidence into questions of markets, valuation, and investor behavior. Across these works, Thaler treats an apparent mistake as data rather than noise to be discarded. The practical question is how institutions should respond when attention, framing, habit, and social context shape decisions alongside calculation.