The Last Mile helps lay readers not only to understand behavioral science, but to apply its lessons to their own organizations' last mile problems, whether they work in business, government, or the nonprofit sector.

Introduction: At the Last Mile

Part One. The Theory of the Last Mile: Principles and Ideas from the Behavioural Sciences

1. The Last Mile

2. Choice Architecture and Nudging

3. Choice

4. Money

5. Time

6. A Theory of Decision Points

Part Two. The Methods of the Behavioural Scientist

7. Experiments and Trials

8. Understanding Preferences and Judgements

Part Three. At the Last Mile: Engineering Behaviour Change

9. Choice Repair

10. Choice Architecture: A Process Approach

11. Decision Crutches

12. Disclosures

13. Retailing

14. The Last Mile of the Last Mile

Appendix 1: A Glossary of Behavioural Phenomena and Nudging Concepts

Appendix 2: Tools for the Choice Architect

“The Last Mile is an engaging, sophisticated, and practical overview of how behavioral science can be applied to business, retail, and government. It skillfully weaves together findings from Soman’s own considerable and inventive research, with the punchy teaching style of an experienced business school professor. I’ve no doubt it will be a must-read for students in business schools across the world, and for anyone who wants to understand why, if they don’t get the last mile right, their grand strategies will fail.”

"The Last Mile is an engaging, sophisticated, and practical overview of how behavioral science can be applied to business, retail, and government. It skillfully weaves together findings from Soman's own considerable and inventive research, with the punchy teaching style of an experienced business school professor. I've no doubt it will be a must-read for students in business schools across the world, and for anyone who wants to understand why, if they don't get the last mile right, their grand strategies will fail." -- David Halpern, Chief Executive, The Behavioural Insights Team "Dilip Soman teaches a course called Behavioral Economics in Action, which could also be the title for this book. The keywords being 'in action.' The writing is dynamic and fast paced. The insights are both important and fascinating. And all of it is " -- Sendhil Mullainathan, Professor of Economics, Harvard University "There are many reasons why businesses succeed. But there is one quality which all highly successful businesses share: they have all cracked the last mile. Many otherwise admirable businesses - and government programs - have failed simply because they have overlooked this. It is a topic which has been neglected for far too long, and this wonderful book is years overdue." -- R.H. Sutherland, Vice-Chairman, Ogilvy & Mather Group UK "The Last Mile covers many areas in social psychology, judgement, and decision making, and it does so in a way that is easy to understand but never trivial. The scholarship here is absolutely top-notch." -- Simona Botti, Assistant Professor of Marketing, London Business School