Richard H. Thaler and Cass R. Sunstein

AGE: 63 and 54, respectively
OCCUPATION: Nudgers
PREVIOUS APPEARANCES ON THE TIME 100: 0

PRO: Thaler, an economist, and Sunstein, a law professor, are co-authors of Nudge: Improving Decisions About Health, Wealth and Happiness, which argues that decision-making can be improved by small factors or enticements. The book is believed to have helped inform White House policy, and Sunstein was recently tapped as Obama's regulatory czar.

CON: Nudging puts a lot of faith not only in the government's ability to steer citizens toward smart choices but also in citizens' ability to make them.

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