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288 pages, Hardcover
First published January 1, 2009
First, in order to change people’s behavior we have to see the world through their eyes. It’s not just about incentives, as it is to an economist; it’s about the way in which we interpret ourselves and the social world. Second, these interpretations are not always set in stone, and in fact can be redirected with just the right approach. Third, small changes in interpretations can have self-sustaining effects, leading to long-lasting changes in behavior.