Be it a medical breakthrough, a policy initiative, a product innovation or a social movement, translating an idea into widespread impact depends on one thing only: whether it can be replicated at scale.
“Scale” has become a favored buzzword in the startup world. But scale isn’t just about accumulating more users or capturing more market share. It’s about whether an idea that takes hold in a small group can do the same in a much larger one. Scalability is critical to everything from expanding a small business, to narrowing the national achievement gap, to delivering billions of doses of a vaccine, to making a new technology widely affordable – and much more.
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-Dan Ariely, author of Predictably Irrational
“True trailblazers in one of the greatest innovations in economics of the last fifty years.”
-Steven Levitt, coauthor of Freakonomics
“Uri Gneezy is a pioneer whose work tears down the wall between the lab and the field.”
-Alvin E. Roth, Winner of the Nobel Prize in Economic Sciences
“John List’s work in field experiments is revolutionary.”
-Gary Becker, winner of the Nobel Prize in Economic Sciences
Uri Gneezy and John List are pioneers in the field of economics. Like most economists, they gather data and build models, but then they go beyond laboratories and offices, embedding themselves in our messy world—the factories, schools, communities, and offices where people live, work, and play. By conducting large-scale field experiments “in the wild,” they are able to observe people behaving in their natural environments when they’re not aware they are being observed. This trailblazing approach yields a deeper, nuanced understanding of human behavior.
“Gneezy and List… specialize in ingenious ‘field experiments’ that elucidate the workings of social psychology and decision making…Writing in the Freakonomics vein of breezy pop-econ… The authors’ lucid, engaging exposition of thought-provoking research spotlights some of our more perverse promptings—and their underlying logic.”
—Publishers Weekly, STARRED Review
“Confused? a new book by behavioural economists Uri Gneezy and John List answers your questions”
—The London Evening Standard
Korean Version Review
[인터뷰] ‘무엇이 행동하게 하는가’ 존 리스트