The Why Axis

Two of Forbes Magazine’s “world’s most powerful economists” provide the breakthrough ideas tochallenge the assumptions of human decision-making

In this groundbreaking book, lauded behavioural economists Uri Gneezy and John List uncover what motivates people and, most importantly, why and how the right incentives can work to change behaviour and effect the world around us. Called the “Indiana Joneses of economics” because of their unorthodox approach, Gneezy and List have travelled the world conducting field experiments in order to study people’s actions in their natural environments. Through their original research, Gneezy and List have sought the answers to everything from life’s big-issue questions—the problems of discrimination, gender inequality, low rates of charitable giving—to everyday business issues such as low workplace productivity and price setting, all through the lenses of motivation and incentive. Their work is both revolutionary and immensely practical. It allows us to take action on big and little problems in ways that will no longer rely on assumptions but on the evidence of what really works to create change.

By uncovering ways to improve people’s behavior through the right incentives, Gneezy and List have given us the tools to change our schools, our neighbourhoods, our businesses and our world for the better.