Sendhil Mullainathan : Solving social problems with a nudge

Sendhil Mullainathan at TEDIndia 2009
Solving social problems with a nudge  (transcript)
Summary
People sometimes can't do something that someone thinks that it's really easy. However, people are not stupid but there is something very profoundly right about what people are doing.
In fact, the brain does lots of inconsistent things strangely, the mind is more complex, and there is no management. Thus we humans are struggling with them.
It means that it is hard to do if you get a really good result or someone or you persuade you to do something.  Realize intention doesn't always translate into action.
There are examples everyone knows that people can't continue to study English or can't get up early or can't go to the gym.
People think that doing it is easy. However, they can't do it.
Even if people know about the data, they can't do it.

People bring water with leaky bucket unconsciously every day, but It is hard for them to exchange the bucket, even they know or they are taught or they are persuaded.
Before they know, the bucket should be changed or they should be put to another situation.  It's just occurred a design innovation in their everyday lives, they can be changed. It can be said that they naturally and unconsciously do it that they couldn't do.

This is a study: behavioral economics that is often used in our markets. Our brain and mind are complex though a small thing can change them. However, we don't notice and we have to be careful. 

Words in this story
nudge /verb/ prod (someone) gently, typically with one's elbow, in order to draw their attention to something.
leaky /adj/ having a leak or leaks.
intention /noun/ purpose, objective, aim, goal
synthesize /verb/ make (something) by synthesis, especially chemically.