Richard Thaler
American economist who pioneered behavioral economics. He received the 2017 Nobel Prize in Economic Sciences for his work, including the concept of the "nudge."
In the early 1990s, Schiphol Airport etched a fly inside men's urinals as a target. An airport manager empirically estimated 80% less spillage and an 8% cut in total restroom cleaning costs. The case appeared in Richard Thaler and Cass Sunstein's book Nudge.
0