MicroStimuli

The New Science of Persuasion

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What could possibly connect the grim statistic of ten daily deaths on Mumbai’s railway tracks with a breezy, 30-second ad encouraging us to reach for a salad instead of fries, and to the research of Richard Thaler, the Nobel Prize-winning pioneer of behavioral economics? These questions form the beating heart of MicroStimuli, a book that offers a revolutionary perspective on behavioral change. This book brings together research across disciplines to present a unified concept of MicroStimuli, not merely in theory but with robust case studies. It demonstrates how MicroStimuli, as small, precise behavioral triggers, can help policymakers, businesses, and individuals drive meaningful change in areas where conventional approaches have fallen short.