Smart Defaults From Hidden Persuaders to Adaptive Helpers

8/9/2019 Smart Defaults From Hidden Persuaders to Adaptive Helpers

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4/30

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5/30

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6/30

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7/30

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9/30

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10/30

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11/30

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12/30

65

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wn cmgchfwl tafw wal jfon{cws hannxlx#- Wan|da lv|fbbs" xnjl hnmx|jl{x !l-d-" wal jf{ilw

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hnmx|jl{x {cdaw wn hanchl" nml n` wal `n|{ kfxch {cdawx cglmwc`clg cm f bfmgjf{i xullha ks

U{lxcglmw Ilmmlgs cm 630; !Bfjujfm fmg Gn|wacww 6334#- Xjcwa !633


13/30

66

Wal wl{j f|wnmnjs hnjlx `{nj wal D{lli tn{gx f|wnx !xlb`# fmg mnjnx !{|bl n{

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Gtn{icm |xlx wal hbfxxch xwn{s n` Ngsxxl|xwclg wn acx xacux jfxw xn wafw al hfm {lxcxw

wal hfbbx n` wal xc{lmxwn lqubfcm wal xlhnmg*n{gl{ {l`blhwcnm cmal{lmw cm acx hnmhluwcnm n`

f|wnmnjs- F|wnmnjs jlfmx wafw tl hfm afpl f u{l`l{lmhl fkn|w n|{ u{l`l{lmhlx !cm bcdaw n`

ant tl tcxa wn bcpl n|{ bcplx#- @n{ wacx {lfxnm" cw cx unxxckbl `n{ f|wnmnjs wn kl jfcmwfcmlg cm

wal `fhl n` cmwl{`l{lmhl wafw cm`{cmdlx nm wal pnb|mwf{s haf{fhwl{ n` nmlx fhwcnmx !n{ lplm

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nmlx fhwcnmx cmwl{`l{lx tcwa f ul{xnmx fkcbcws wn hannxl acx jngl n` bc`l- Wa|x xnjl bnxx n`

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6311? 660#-

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wanxl tan jcdaw u{l`l{ wn afpl walc{ hnmx|jl{ hanchlx h|{klg !l-d-" klhf|xl n` fmwc*jfwl{cfbcxwch

pfb|lx#- Gl`f|bwx jfs hafbblmdl hnmx|jl{ f|wnmnjs-


14/30

6;

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Ufwl{mfbcxj cm Xlwwcmd Gl`f|bwx

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pfb|lx n` wal ul{xnm klcmd hnl{hlg !Gtn{icm 634;#- Wacx w{fgln`` klwtllm jfqcjczcmd

f|wnmnjs fmg hnmx|jl{ tlb`f{l cx xantm cm hbfxxch cbb|xw{fwcnmx n` ufwl{mfbcxwch cmwl{plmwcnmx ks

wal xwfwl cmhb|gl bftx {lv|c{cmd xlfw*klbw |xl cm hf{x n{ albjlwx n` jnwn{hshbl {cgl{x- Gtn{icm

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ulnubl `{nj gncmd tafw wals afpl glhcglg n{ ks cmwl{`l{cmd tcwa wal tfs cm tacha wals f{{cpl fw

walc{ glhcxcnmx-

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|{dcmd wafw gl`f|bw {|blx xan|bg kl hanxlm tcwa wal lqubchcw dnfb n` cju{npcmd wal tlb`f{l n` wal


15/30

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ulnubl f``lhwlg ks walj- Walc{ {fwcnmfbl !;558? 660;# cx wafw cm xnjl hfxlx cmgcpcg|fbx jfil

cm`l{cn{ glhcxcnmx cm wl{jx n` walc{ ntm tlb`f{lglhcxcnmx wafw wals tn|bg hafmdl c` wals afg

hnjublwl cm`n{jfwcnm" |mbcjcwlg hndmcwcpl fkcbcwclx" fmg mn bfhi n` xlb`*hnmw{nb- Jn{lnpl{"

dcplm walc{ klbcl` cm hnmxw{|hwlg u{l`l{lmhlx" wals x|ddlxw wafw cm jfms xcw|fwcnmx wal{l cx mn

fbwl{mfwcpl wn f icmg n` ufwl{mfbcxj- Xnjlkngs j|xw xlw wal gl`f|bw- Wacx tlfi ufwl{mfbcxj cx

xwcbb cjunxxckbl wn fpncg lplm tal{l ubfmml{x fpncg gl`f|bwx fmg {lv|c{l fhwcpl hanchlx" klhf|xl

xnjl ulnubl tn|bg hannxl mnw wn hannxl-

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x|ddlxw" ufwl{mfbcxwch unbchclx wafw f{l xlb`*hnmxhcn|xbs fwwljuwcmd wn jnpl ulnubl tn|bg kl

fhhluwfkbl `{nj f bckl{wf{cfm ul{xulhwcpl c` hanchlx f{l mnw kbnhilg n`` fmg cjunxl nmbs w{cpcfb

hnxwx nm wanxl tan xlli wn gluf{w `{nj wal ubfmml{x u{l`l{{lg nuwcnm- Wa|x" cm xlwwcmd gl`f|bwx"

jf{ilwl{x unwlmwcfbbs hn|bg afpl bckl{wf{cfm klmlpnblmhl cm jcmg tal{lks gl`f|bw {|blx f{l

lmbcxwlg cm wal cmwl{lxw n` p|bml{fkbl uf{wclx !;558? 660;#- Cw {ljfcmx bckl{wf{cfm klhf|xl wal

glxcdm jfilx cw lfxs wn wfil wal mnm*gl`f|bw nuwcnm-

Lplm bckl{wf{cfm ufwl{mfbcxj pcnbfwlx f|wnmnjs- X|mxwlcm fmg Wafbl{ !;558? 6604" m- ;;#

fhimntblgdl wacx hnmhl{m |u wn f uncmw" wan|da wals fxxl{w wafw cw cx `fmfwchfb cm xlwwcmdx x|ha fx

nklxcws wn w{lfw f|wnmnjs fx f icmg n` w{|ju mnw wn kl npl{{cgglm nm hnmxlv|lmwcfbcxw

d{n|mgx- Wals hnmwcm|l ks hbfcjcmd {lxulhw `n{ f|wnmnjs cm xfscmd wafw f|wnmnjs cx

fglv|fwlbs fhhnjjngfwlg ks wal bckl{wf{cfm fxulhw n` bckl{wf{cfm ufwl{mfbcxj- C` wal l``lhw n`

gl`f|bwx hnjlx `{nj l``n{w n{ cjubclg lmgn{xljlmw" walm ul{afux dcpcmd ulnubl wal fkcbcws wn

hafmdl walc{ hanchl gnlx u{npcgl x|``chclmwbs `n{ f|wnmnjs- Antlpl{" wacx cx mnw wal hfxl `n{ n|{

wac{g waln{s n` gl`f|bw l``lhwx fmg X|mxwlcm fmg Wafbl{ !;558? 6601# jfcmwfcm wafw a|jfm

o|gdjlmw cx u{n`n|mgbs kcfxlg? Ulnubl `fcb wn jfil `n{lhfxwx wafw f{l hnmxcxwlmw tcwa Kfslx$x


16/30

67

{|bl" |xl al|{cxwchx wafw blfg walj wn jfil xsxwljfwch kb|mgl{x" lqackcw u{l`l{lmhl {lpl{xfbx !wafw

cx wafw u{l`l{ F wn K fmg K wn F#" x|``l{ `{nj u{nkbljx n` xlb`*hnmw{nb fmg jfil gc``l{lmw hanchlx

glulmgcmd nm wal `{fjcmd n` wal u{nkblj-

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fmg Wafbl{ tn|bg afpl cw !;558? 6606# klhf|xl n` wal pl{s kcfxlx wafw wals xfs mllg wn kl

fhimntblgdlg- C` wal kcfx n` bnxx fpl{xcnm |mgl{bclx wal u{l`l{lmhl `n{ gl`f|bw nuwcnmx !fx f{d|lg

ks Wafbl{" Ifamljfm fmg Imlwxha" 633;#" walm |xcmd gl`f|bwx fx cmxw{|jlmwx n` unbchs cmlpcwfkbs

hnju{njcxlx f|wnmnjs- Cm f {lfb xlmxl" wal `{llgnj wn hannxl u{npcglg ks bckl{wf{cfm

ufwl{mfbcxj cx fm cbb|xcnm" fw blfxw wn wanxl tan f{l |mftf{l n` wal l``lhwx n` gl`f|bwx-

[LJLGCLX WN LMAFMHL HNMX\JL[ TLB@F[L

Nml {lxunmxl wn wal gcbljjf n` gl`f|bwx jcdaw kl wn ubfhl f u{ljc|j nm hnmx|jl{

f|wnmnjs fmg {lv|c{l fhwcpl hanchlx tal{lpl{ unxxckbl- Antlpl{" gl`f|bwx hfm u{npcgl d{lfwl{

l``chclmhs cm hnmx|jl{ glhcxcnm*jficmd fmg hfm fxxcxw hnmx|jl{x cm jficmd dnng glhcxcnmx-

Wa|x" |mgl{ hl{wfcm hc{h|jxwfmhlx" gl`f|bwx hfm kl hnmx|jl{ tlb`f{l lmafmhcmd- Cm xnjl xlmxl"

gl`f|bwx f{l fbxn cmlxhfufkbl" c` nml pcltx wal hanchlx jfgl ks u{ng|hl{x fkn|w u{ng|hw

fww{ck|wlx fx fbb unwlmwcfbbs hnmx|jl{ hanchlx- Gl`f|bw l``lhwx f{l hl{wfcmbs jn{l u{lpfblmw fx

hnmx|jl{ hanchl afx lqufmglg9 hnmw{fxw @n{gx Jnglb W !fms hnbn{ xn bnmd fx cwx kbfhi# tcwa

wal j|bwcubchcws n` hanchlx u{npcglg wn hnju|wl{ h|xwnjl{x wngfs nm Glbbx tlkxcwl !h{lfwl sn|{

ntm xsxwlj#- Fx afx kllm gljnmxw{fwlg ks tn{i nm {lfxnm*kfxlg hanchl !Xaf`c{" Xcjnmxnm fmg

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Jnxw cjun{wfmw" ul{afux" cx wafw wal lqufmxcnm xcdmc`chfmwbs cmh{lfxlx wal l``n{w cmpnbplg cm

jficmd f glhcxcnm" lplm c` glhcxcnm*jfil{x |xl fgfuwcpl xw{fwldclx !Ufsml" Klwwjfm" fmg


17/30

6#9 n{ f `n{hlg*hanchl fuu{nfha !k|w xnjl tn|bg mnw hannxl" nwal{x tn|bg mnw jfil

dnng hanchlx" fmg wacx fkfmgnmx wal l``chclmhs n` gl`f|bwx#9 n{ fm fuu{nfha wafw jcmcjczlx wal


20/30

61

m|jkl{ n` nuw*n|wx !k|w wacx jcdaw {lx|bw `{nj hndmcwcpl kcfxlx#- \bwcjfwlbs" antlpl{" wal

fuu{nfha n` |xcmd walxl pf{cn|x klmcdm gl`f|bw xnb|wcnmx cx x|knuwcjfb cm n|{ pclt {lbfwcpl wn

tafw tl hfbb xjf{w gl`f|bwx n{ fgfuwcpl gl`f|bwx wafw cmwlmwcnmfbbs xlw n|w wn lqubncw jf{ilwl{

lqul{wcxl cm jcwcdfwcmd gl`f|bw l``lhwx cm jf{ilwcmd hnmwlqwx-

Xjf{w Gl`f|bwx

Jf{ilwl{x f{l cm wal k|xcmlxx n` |mgl{xwfmgcmd hnmx|jl{ mllgx fmg u{lgchwcmd walc{

klafpcn{- Gl`f|bwx hfm kl xlw cm f tfs wafw wfilx fgpfmwfdl n` wafw imntblgdl- Hnmxcgl{ wal fc{

kfd lqfjubl |xlg lf{bcl{ wn cbb|xw{fwl alwl{ndlmlcws cm hnmx|jl{ mllgx- C` wal glubnsjlmw n` wal

fc{kfd hn|bg {lfhw wn wal icmg n` nhh|ufmw n` wal xlfw" hnmx|jl{ tlb`f{l tn|bg kl cmh{lfxlg-

Wa|x jfms Fgpfmhlg Fc{kfd Xsxwljx" {lv|c{lg nm fbb mlt plachblx cm wal \-X- xcmhl ;550" f{l

glxcdmlg wn xlmxl wal tlcdaw n` wal xlfw nhh|ufmw wn glwl{jcml talwal{ wn fhwcpfwl wal fc{kfd-

Wacx cx f xjf{w gl`f|bw- Cm albucmd h|xwnjl{x jfil klwwl{ glhcxcnmx fkn|w wal u|{hafxl n`

{lwc{ljlmw cmplxwjlmwx" f xjf{w gl`f|bw jcdaw kl kfxlg nm f xcjubl bcmlf{ jnglb cmhn{un{fwcmd

wal u|{hafxl{x fdl" `fjcbs xwfw|x fmg cmwlmglg fdl fw {lwc{ljlmw- Nwal{ `fhwn{x" x|ha fx wal

cmplxwn{x {cxi u{l`l{lmhlx fmg bnxx fpl{xcnm" fbxn hfm kl cmhb|glg- X|ha gl`f|bwx tn|bg mnw x|cw

fbb hnmx|jl{x ul{`lhwbs" k|w f{l x|ul{cn{ wn wal w{fgcwcnmfb gl`f|bw hnmw{ck|wcnm n` mnw u{npcgcmd f

xf`lws mlw n{ wal jn{l {lhlmw nml*xczl*`cwx*fbb gl`f|bw x|ddlxwlg ks jfms `c{jx-

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u{ng|hl f klwwl{*h|xwnjczlg gl`f|bw wafm wal nml*xczl*`cwx*fbb fuu{nfha- Wal{l tcbb fbtfsx kl f

w{fgln`` klwtllm wal fjn|mw n` cm`n{jfwcnm dfwal{lg fmg wal fhh|{fhs n` wal gl`f|bw hfbh|bfwcnm"

k|w lqcxwcmd jf{ilw {lxlf{ha wlhamnbnds xan|bg fbbnt `c{jx wn fgg{lxx wacx u{nkblj- @{nj knwa f

hnmxlv|lmwcfbcxw fmg f hfplfw plmgcwn{!xlbbl{ kltf{l# ul{xulhwcpl" xjf{w gl`f|bwx f{l f gnjcmfmw

nuwcnm-; Tl klbclpl wals jfs fbxn kl fm fgpfmwfdl wn wal `c{j fx tlbb" fxx|jcmd wals gn wtn

wacmdx? Wal `c{xw cx wafw wals jllw wal hafbblmdl n` h{lfwcmd wal {cdaw xjf{w gl`f|bw- Wal xlhnmg"


21/30

63

tacha cx ul{afux j|ha jn{l gc``ch|bw" cx wn kl fkbl wn hnjj|mchfwl wal l``lhw n` gl`f|bwx |unm

hanchl fmg wn hnmpcmhl hnmx|jl{x wafw walc{ hanchlx |xcmd xjf{w gl`f|bwx f{l klwwl{- Cm wacx hfxl"

`c{jx jfs u{n`cw `{nj wal bnmd*wl{j bnsfbws dlml{fwlg ks cmh{lfxlg hnmx|jl{ xfwcx`fhwcnm-

Xjf{w gl`f|bwx {lv|c{l wal u{lxlmhl n` hnmx|jl{*xulhc`ch gfwf" xnjl n` tacha jfs

fb{lfgs kl imntm wn wal jf{ilwl{ !l-d-" fdl" dlmgl{" {l`l{{cmd \[B# fmg xnjl n` tacha jcdaw kl

hnbblhwlg lqubchcwbs wn dlml{fwl wal gl`f|bw- Wal klf|ws n` xjf{w gl`f|bwx cx wafw wals {lw|{m |x wn

wal n{cdcmfb cglf n` jf{ilwcmd fx |mgl{xwfmgcmd fmg jllwcmd hnmx|jl{ mllgx cmhb|gcmd wal

gc``l{lmhlx fh{nxx hnmx|jl{x lpcglmw cm jf{ilw xldjlmwfwcnm- Tafw cx mnplb cx wafw xjf{w

gl`f|bwx fxx|jl wafw wal `c{j j|xw |mgl{xwfmg hnmx|jl{x klwwl{ wafm hnmx|jl{x waljxlbplx fw

wal kldcmmcmd n` wal glhcxcnm u{nhlxx- J|ha bcil f `c{j |xlx jf{ilw {lxlf{ha wn u{ng|hl

u{ng|hwx wafw jllw hnmx|jl{ mllgx" xjf{w gl`f|bwx x|ddlxw wafw `c{jx j|xw u{ng|hl glhcxcnmx wafw

jllw wal hnmx|jl{x mllgx fx tlbb- Wacx tfx mnw wal hfxl talm n|{ f|wn jfm|`fhw|{l{" tan afg

uchilg wal blfxw lqulmxcpl gl`f|bw `n{ lpl{s hanchl" `fcblg wn jllw wal mllgx n` jnxw hnmx|jl{x-

Wal xjf{w gl`f|bw glxcdm" xlblhwcmd wal {cdaw lmdcml" kngs xwsbl" fmg fhhlxxn{clx `n{ knwa wal acda

ul{`n{jfmhl hnmmncxxl|{ fmg wal uf{lmw n` f bf{dl `fjcbs" tn|bg kl f xjf{w gl`f|bw klwwl{

jllwcmd wanxl mllgx-

Fgfuwcpl Gl`f|bwx

Fmnwal{ nuwcnm" uf{wch|bf{bs {lblpfmw wn wal tn{bg n` nmbcml hnjjl{hl" cx wal cglf n` fm

fgfuwcpl gl`f|bw" nml wafw |xlx lfha hanchl cm f xl{clx wn xlw nwal{ gl`f|bwx- Cmxwlfg n` jficmd wal

f|wn jfm|`fhw|{l{x |m`n{w|mfwl hanchl n` xlblhwcmd wal blfxw lqulmxcpl nuwcnmx fx gl`f|bwx" f

jn{l fuu{nu{cfwl" klmcdm" tlb`f{l*lmafmhcmd gl`f|bw jcdaw kl wn jfil wal gl`f|bw wal nuwcnm wafw

f h|xwnjl{ tn|bg xlblhw cm wal fkxlmhl n` f gl`f|bw-

Fx tl afpl gcxh|xxlg" xjf{w gl`f|bwx tn|bg cju{npl hnmx|jl{ tlb`f{l kfxlg nm

{|gcjlmwf{s imntblgdl fkn|w wal hnmx|jl{- Fgfuwcpl gl`f|bwx tn|bg {lv|c{l wal jfm|`fhw|{l{


22/30

;5

wn u{lxlmw wal nuwcnmx tcwa gl`f|bwx wafw {lu{lxlmw wal klxw d|lxx n` tafw jcdaw kl hanxlm

hnmgcwcnmfb nm tafw afx kllm hanxlm wn gfwl- @n{ lqfjubl" xnjlnml tan hannxlx f untl{`|b

lmdcml jfs kl jn{l bcilbs wn hannxl hl{wfcm hnbn{x !{lg#" fmg nwal{ hnmxcxwlmw nuwcnmx" x|ha fx

xun{ws tallbx" f xun{wx afmgbcmd ufhifdl" fmg ul{`n{jfmhl wc{lx- Mnwl wafw |mbcil wal

tcglxu{lfg |xl n` ufhifdlx n` nuwcnmx wn bcjcw hanchl" wal cglf n` fm fgfuwcpl gl`f|bw u{lxl{plx

hnmxcgl{fkbl hnmx|jl{ f|wnmnjs !tcwacm jf{ilwl{ glwl{jcmlg kn|mgf{clx# fmg xw{cilx f kfbfmhl

klwtllm u{npcgcmd jn{l hanchl fmg u{npcgcmd wal {cdaw hanchlx- Cw fbxn fgg{lxxlx hnmhl{mx tcwa

hanchl npl{bnfg !Cslmdf{ fmg Bluul{ ;555# ks bcjcwcmd wal nuwcnmx wafw j|xw kl xantm wn wal

hnmx|jl{- Klhf|xl wal m|jkl{ n` glhcxcnmx wafw j|xw kl jfgl cx fbxn {lg|hlg" ldn glublwcnm

l``lhwx cm hanchl jcdaw kl jcmcjczlg ks fgfuwcpl gl`f|bwx !Kf|jlcxwl{" J|{fplm fmg Wchl ;555#-

Tacbl xjf{w fmg fgfuwcpl gl`f|bwx afpl jfms jl{cwx" wal{l jfs kl xnjl u{nkbljx

fxxnhcfwlg tcwa walc{ cjubljlmwfwcnm- Walxl hblpl{ gl`f|bwx fuulf{ wn kl hanchlx n{ o|gdjlmwx

wafw wal `c{j cx jficmd `n{ wal h|xwnjl{- Tan cx wn kbfjl talm f xjf{w n{ fgfuwcpl gl`f|bw gnlx

mnw `cw wal hnmx|jl{" x|ha fx talm wal fc{kfd cx cmfuu{nu{cfwl? wal jfm|`fhw|{l{ `n{ afpcmd f

unn{ fbdn{cwaj" n{ wal hnmx|jl{ `n{ ufxxcplbs fhhluwcmd wal gl`f|bw>

Nwal{ [ljlgclx

Cm xnjl hc{h|jxwfmhlx" cw jcdaw kl fuu{nu{cfwl wn {lv|c{l u{nhlg|{fb hnmxw{fcmwx !X|mxwlcm

fmg Wafbl{ ;558# wn {lg|hl wal u{nxulhw n` hnmx|jl{x {lolhwcmd f tlb`f{l lmafmhcmd gl`f|bw-

Walxl hnmxw{fcmwx wsuchfbbs {fcxl wal hnxw n` jnpcmd ftfs `{nj wal gl`f|bw ks {lv|c{cmd d{lfwl{

l``n{w !l-d-" tal{l xn`wtf{l hnjufmclx u{npcgl {lhnjjlmglg xlwwcmdx talm cmxwfbbcmd xn`wtf{l#-

Cm nwal{ hc{h|jxwfmhlx" uf{wch|bf{bs tal{l wal gl`f|bw cx mnw tlb`f{l lmafmhcmd `n{ fw blfxw xnjl

hnmx|jl{x" tf{mcmdx fmg gcxhbnx|{lx jfs kl tf{{fmwlg- Acgglm gl`f|bwx" wafw cx" mnw cm`n{jcmd

fbb h|xwnjl{x wafw wals afpl f hanchl n` hl{wfcm nuwcnmx" jfs kl cmfuu{nu{cfwl n{ fw blfxw {lv|c{l

gcxhbnx|{l c` wal{l f{l unwlmwcfbbs jfon{ mldfwcpl hnmxlv|lmhlx `n{ hnmx|jl{ tlb`f{l- Lv|fbbs" cw


23/30

;6

jfs kl fuu{nu{cfwl wn tf{m hnmx|jl{x n` gl`f|bw l``lhwx" mnw |mbcil ant h|{plg {lf{*pclt

jc{{n{x hnjl tcwa tf{mcmdx fkn|w ant wals fbwl{ ul{hlcplg gcxwfmhl- Antlpl{" tf{mcmdx tn|bg

kl n` blxx u{fhwchfb pfb|l fx f {ljlgs |mgl{ wal fxx|juwcnm wafw hndmcwcpl kcfxlx f{l fw tn{i- C`

gl`f|bw xlblhwcnm {l`blhwx cjubclg lmgn{xljlmw" cw jcdaw kl fuu{nu{cfwl wn {lv|c{l tf{mcmdx wn wal

l``lhw wafw wal gl`f|bw nuwcnm cx mnw lmgn{xlg ks wal hnjufms tal{l wacx cx mnw wal hnmx|jl{

tlb`f{l jfqcjczcmd nuwcnm !l-d-" gl`f|bw xlwwcmdx gn mnw hnmxwcw|wl f {lhnjjlmgfwcnm fmg jfs

mnw kl wal u{l`l{lmhl n` f jfon{cws n` hnmx|jl{x#- Hblf{bs" antlpl{" cm wacx hnmwlqw fmg nwal{x

!l-d-" cm {ldf{g wn ufwl{mfbcxwch {ljlgclx#" jn{l {lxlf{ha cx {lv|c{lg wn klwwl{ |mgl{xwfmg wal

{lbfwcpl hnmw{ck|wcnm n` wal gc``l{lmw waln{clx n` gl`f|bw l``lhwx wn gl`f|bw n|whnjlx-

Jn{l g{fhnmcfm" k|w f{d|fkbs tf{{fmwlg cm xnjl hnmwlqwx" tn|bg kl {ld|bfwcnmx

u{lplmwcmd wal |xl n` gl`f|bwx n{ {lxw{chwcmd jf{ilwl{x `{nj |xcmd wal hnmx|jl{*tlb`f{l

jcmcjczcmd gl`f|bw n{ `{nj |m`fc{bs bnfgcmd wal hnxwx n` mnw `nbbntcmd wal gl`f|bw- Cm pclt n` wal

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walc{ |xl- Tl klbclpl wafw j|ha hn|bg kl fhaclplg wa{n|da hnmx|jl{ lg|hfwcnm xn wafw

hnmx|jl{x f{l klwwl{ cm`n{jlg n` ant hnmxhcn|xbs n{ nwal{tcxl wals jcdaw {lxunmg wn gl`f|bwx-

HNMHB\XCNM

Tl afpl kn{{ntlg f ufdl `{nj fm nbg knni nm wal jfmcu|bfwcnm n` hnmx|jl{x- Wan|da

cwx jlxxfdl afx kllm k{|xalg fxcgl" ul{afux {cdaw`|bbs xn tal{l cw hnmhl{mx cmgc{lhw jfmcu|bfwcnm

!fx wa{n|da x|kbcjcmfb fgpl{wcxcmd#" {lhlmw hnmx|jl{ {lxlf{ha gnh|jlmwx {nk|xw" {lbcfkbl fmg

jn{l gc{lhw l``lhwx" wal hnmx|jl{*tlb`f{l cjubchfwcnmx n` tacha jl{cw fwwlmwcnm- Wficmd wal

xw{lmdwa fmg xhnul n` gl`f|bw l``lhwx fx f hfxl cm uncmw" tl f{d|l wafw wals u{lxlmw hnmxcgl{fkbl

unwlmwcfb wn cjufhw" knwa unxcwcplbs fmg mldfwcplbs" wal n|whnjlx hnmx|jl{x `fhl- Tal{l

u{lpcn|x gcxh|xxcnmx n` gl`f|bwx afpl `nh|xlg xnblbs nm n|whnjlx" tl f{d|l wafw lplm talm

hnmxlv|lmhlx f{l klmcdm" gl`f|bw jfmcu|bfwcnmx hfm pcnbfwl hnmx|jl{ f|wnmnjs-


24/30

;;

Wal cjubchfwcnmx n` gl`f|bwx hfmmnw kl o|gdlg tcwan|w f waln{s n` tas gl`f|bw l``lhwx

lqcxw- Tl hnmxcgl{ wal lwachfb cjubchfwcnmx n` gl`f|bwx tcwa {lxulhw wn wa{ll gnjcmfmw bcmlx n`

lqubfmfwcnm fx wn tas gl`f|bw l``lhwx lqcxw? cjubclg lmgn{xljlmw" hndmcwcpl bcjcwfwcnmx" fmg l``n{w-

F{d|cmd wafw cdmn{cmd gl`f|bwx cx mlpl{ o|xwc`clg" tl lqfjcml wal nuwcnmx wafw f{l fpfcbfkbl wn

`c{jx tan tcxa wn jfqcjczl hnmx|jl{ tlb`f{l dcplm wal l``lhwx n` gl`f|bwx- Jnpcmd klsnmg

klmcdm gl`f|bwx" tl u{nunxl wtn fbwl{mfwcplx jn{l cm bcml tcwa jf{ilwcmd u{cmhcublx n`

|mgl{xwfmgcmd fmg xldjlmwcmd h|xwnjl{x**xjf{w gl`f|bwx fmg fgfuwcpl gl`f|bwx**xantcmd wafw

knwa hfm lmafmhl hnmx|jl{ tlb`f{l fmg ant fgfuwcpl gl`f|bwx fbxn jfs u{lxl{pl hnmx|jl{

f|wnmnjs- Walxl fbwl{mfwcplx acdabcdaw jf{ilwl{ {lxunmxckcbcws `n{ wal u{nhlxx n` hnmx|jl{

glhcxcnm*jficmd- K|scmd jcxwfilx fx f {lx|bw n` jf{ilwl{ gl`f|bw xlwwcmdx hfmmnw xcjubs kl

kbfjlg nm wal hnmx|jl{- Fhhn{gcmdbs" cjubljlmwcmd fm lwachfb jf{ilw n{clmwfwcnm !Inabc fmg

Oftn{xic 6335# {lv|c{lx jf{ilwl{ fwwlmwcnm wn wal hnmx|jl{ glhcxcnm*jficmd u{nhlxx" cmhb|gcmd

k|w mnw bcjcwlg wn wal {nbl n` gl`f|bwx-

Fx tl hbnxl" tl mnwl wafw tacbl wal l``lhwx n` gl`f|bwx f{l mnwfkbs untl{`|b fmg ul{pfxcpl"

xcjcbf{ cxx|lx f{cxl tcwa fms jf{ilwcmd cm`b|lmhl wafw nul{fwlx tcwan|w hnmx|jl{ ftf{lmlxx"

talwal{ wals f{l `fcb|{lx n` tcbbuntl{ lmhn|{fdlg ks u{cjcmd" wal |xl n` hnmwfcml{x wafw

lmhn|{fdl hnmx|juwcnm" n{ wal |xl n` fmhan{x wn cm`bfwl u{chlx- Fbb walxl nhh|{ tcwan|w

x|kxwfmwcfb ftf{lmlxx" fmg cm xnjl hfxlx" fx cm fmhan{cmd" xcjubs tf{mcmd hnmx|jl{x n` walc{

lqcxwlmhl gnlx mnw u{lplmw walc{ cm`b|lmhl- Bcil gl`f|bwx" wals hfm lmafmhl n{ glw{fhw `{nj

hnmx|jl{ tlb`f{l- Hfplfw ljuwn{ fmg hnmx|jl{ xnpl{lcdmws f{l mnw fglv|fwlbs nul{fwcpl

hnmhluwx cm walxl hfxlx- F jn{l glxc{fkbl pclt" cm n|{ nucmcnm" cx wal {lfbczfwcnm wafw hnmx|jl{x

glhcxcnmx f{l wcdawbs bcmilg wn wal jfmml{ cm tacha cm`n{jfwcnm cx u{lxlmwlg wn walj" fmg

{lu{lxlmw fggcwcnmfb nkbcdfwcnmx ks tacha lwachfb jf{ilwl{x j|xw fkcgl-


25/30

[L@L[LMHLX

Kf|jlcxwl{" [ns @-" Jf{i J|{fplm fmg Gcfmml J- Wchl !;555#- Ldn glublwcnm? F {lxn|{hl

jnglb n` pnbcwcnm" xlb`*{ld|bfwcnm" fmg hnmw{nbblg u{nhlxxcmd- Xnhcfb Hndmcwcnm" 61" 685*6


26/30

@cwzxcjnmx" Dfpfm O-" O- Tlxbls A|whacmxnm" Ufwwc Tcbbcfjx" Onxlua T- Fbkf" Wfmsf B-

Haf{w{fmg" Onlb A|kl{" @{fmi [- If{glx" Dllwf Jlmnm" U{csf [fda|kc{" O- Lgtf{g [|xxn"

Kfkf Xacp" Mfgl{ W- Wfpfxxnbc !;55;#" Mnm*Hnmxhcn|x Cm`b|lmhlx nm Hnmx|jl{ Hanchl"

Jf{ilwcmd Blwwl{x" 68 !8#" ;03*;43-

Dcdl{lmzl{" Dl{g !6330#" Nm Mf{{nt Mn{jx fmg Pfd|l Al|{cxwchx? F [lubs wn Ifamljfm fmg

Wpl{xis" Uxshanbndchfb [lpclt" 658 !8#" cm

Kn|mglg [fwcnmfbcws? Wal Fgfuwcpl Wnnbknq" lg- D- Dcdl{lmzl{ fmg [- Xlbwlm" JCW U{lxx-

Cslmdf{" Xallmf X- fmg Jf{i [- Bluul{ !;555#" +Talm hanchl cx gljnwcpfwcmd? Hfm nml glxc{l

wnn j|ha n` f dnng wacmd>"+On|{mfb n` Ul{xnmfbcws fmg Xnhcfb Uxshanbnds" 43 !0#" 33


27/30

Inabc" Fofs I- fmg Kl{mf{g O- Oftn{xic !6335#" Jf{ilw N{clmwfwcnm? Wal Hnmxw{|hw" [lxlf{ha

U{nunxcwcnmx" fmg Jfmfdl{cfb Cjubchfwcnmx"On|{mfb n` Jf{ilwcmd"


28/30

Xfj|lbxnm" Tcbbcfj fmg [chaf{g _lhiaf|xl{ !6311#" Xwfw|x V|n Kcfx cm Glhcxcnm Jficmd"

On|{mfb n` [cxi fmg \mhl{wfcmws" 6 !6#" 4*


29/30

@nnwmnwlx

6Xll Fjl{chfm Jf{ilwcmd Fxxnhcfwcnm Xwfwljlmw n` Lwachx" fgnuwlg ;557" fw

awwu?..ttt-jf{ilwcmduntl{-hnj.Fkn|wFJF.Ufdlx.Xwfwljlmw,;5n`,;5Lwachx-fxuq>xv:xwfwljlmw)n`)lwachx(-Fhhlxxlg Glhljkl{ 64wa" ;551-

; Xjcwa !633


30/30

Smart Defaults From Hidden Persuaders to Adaptive Helpers

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