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" People make just as many mistakes when the stakes go up, maybe more. "

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" Lotteries are just one way to provide positive reinforcement. Their power comes from the fact that the chance of winning the prize is overvalued. "

" In the world of traditional economics, it shouldn't matter whether you use an opt-in or opt-out system. So long as the costs of registering as a donor or a nondonor are low, the results should be similar. But many findings of behavioral economics show that tiny disparities in such rules can make a big difference. "

" Sunk costs? We pay too much attention to them. "

" Pundits are no better at forecasting election outcomes than they would be at predicting the final path of a hurricane. Smart pundits should consider either abandoning this activity or consulting with the geeks before rendering their guesses. "

" Don't get trapped by looking at what the price was that you paid for some stock originally. "

" The more we turn down questionable offers like trip insurance and scrutinize 'one month' trials, the less incentive companies will have to use such schemes. "

" We should at least make sure that patients are given the opportunity to opt out of spending their final days in a hospital, hooked up to tubes and running up enormous bills. "

" Here is a guiding principle: If a business collects data on consumers electronically, it should provide them with a version of that data that is easy to download and export to another Web site. "

" You can't make evidence-based policy decisions without evidence. "

" People are less likely to think it's immoral to walk away from their home if they know others who have done so. And if enough people do it, the stigma begins to erode. "

" As every successful parent learns, one way to encourage good behavior, from room-cleaning to tooth-brushing, is to make it fun. Not surprisingly, the same principle applies to adults. Adults like to have fun, too. "

" When it comes to assessing the chances of some complicated combination of events, gut feelings are pretty much useless. "

" The Nobel Prize is going to be 'fun money' - for an occasion, when my wife and I want a $50 bottle of wine. "

" Countries all around the world, starting with the U.K., have started behavioural insight teams, often referred to as nudge units. And they seem to be doing lots of good. "

" The main thing that you learn in grad school, or should learn, is how to think like an economist. The rest is just math. "

" We all need a lot of humility, and especially about the economy. "

" There can be legal conflicts over whether registering intent is enough to qualify you as an organ donor or whether a doctor must still ask your family's permission. "

" For many people, being asked to solve their own retirement savings problems is like being asked to build their own cars. "

" It is true that I am one of the co-authors of 'Nudge,' and I am a behavioral economist, but it does not mean that everything we write about in that book is behavioral economics, nor does it mean that my co-author, the distinguished legal scholar Cass Sunstein, is a behavioral economist. "

" For amateur golfers, I think one of the biggest mistakes is to model their play on professionals. "

" The tradition of Chicago price theory is a good one, and it is a low-tech methodology that tries to apply simple economic theory to the world. "

" Payroll savings plans are vital because they are essentially the only way that middle-class Americans reliably save for retirement. "

" The voting public is not very good at attributing credit and blame to presidents. They get too much credit when things go well and too much blame when things go badly. The same applies to coaches, C.E.O.'s, parents, and anyone else in charge. "

" As a general rule, the United States government is run by lawyers who occasionally take advice from economists. Others interested in helping the lawyers out need not apply. "

" I practice what has come to be called behavioral economics. "

" If governments want to encourage good citizenship, they should try making the desired behavior more fun. "

" Shopping for an annuity with hundreds of thousands of dollars at stake can be daunting, even for an economist. "

" The supply price and the demand price should be roughly the same. You're not supposed to have two different prices. According to economists. "

" Even if we grade on a very generous curve, many Americans flunk when it comes to financial literacy. "

" It's hard to have any idea of how much money is enough to finance an appropriate lifestyle in retirement. But if a lump sum is translated into a monthly income, it's much easier to determine whether you have enough put away to afford to stop working. "