Behavioural Science: Biases and Decision-Making

Definition and Scope

• Behavioural science is the study of human behaviour, including cognitive, emotional, and social aspects.
• It is an interdisciplinary field that draws from psychology, sociology, anthropology, and economics.

Key Concepts

• Biases and Heuristics: mental shortcuts that influence decision-making, such as confirmation bias and the availability heuristic.
• Framing Effects: how the presentation of information influences choices and decisions.
• Nudges: subtle changes in the environment that influence people's behaviour in predictable ways.
• Social Influence: how social norms, peer pressure, and authority figures affect behaviour.

Applications

• Behavioural Economics: applying insights from psychology to understand economic decision-making and policy-making.
• Health and Wellness: using behavioural science to promote healthy behaviours and prevent disease.
• Education: designing learning environments and instructional methods that take into account how people learn and behave.
• Environmental Sustainability: encouraging pro-environmental behaviours through policy and individual actions.

Research Methods

• Experiments: controlled studies to test hypotheses and identify causal relationships.
• Surveys and Self-Report Measures: collecting data through questionnaires and self-reported data.
• Observational Studies: observing behaviour in naturalistic settings.
• Neuroimaging and Physiological Measures: using neuroscientific techniques to study brain function and physiological responses.

Theories and Models

• Theory of Planned Behaviour: attitudes, subjective norms, and perceived control influence intentions and behaviours.
• Social Cognitive Theory: people learn and adapt through observing others and their environment.
• Self-Determination Theory: autonomy, competence, and relatedness drive human motivation and behaviour.

Definition and Scope

• Behavioural science is a multidisciplinary field that explores human behaviour, encompassing cognitive, emotional, and social aspects.
• It draws from psychology, sociology, anthropology, and economics to understand human behaviour.

Key Concepts

• Biases and Heuristics: mental shortcuts that influence decision-making, such as confirmation bias (giving more weight to information that confirms existing beliefs) and the availability heuristic (judging likelihood based on how easily examples come to mind).
• Framing Effects: the way information is presented influences choices and decisions, with positive or negative framing affecting outcomes.
• Nudges: subtle changes in the environment that influence people's behaviour in predictable ways, without limiting freedom of choice.
• Social Influence: social norms, peer pressure, and authority figures affect behaviour, shaping individual actions and decisions.

Applications

• Behavioural Economics: applies psychological insights to understand economic decision-making and policy-making, recognizing that humans do not always act rationally.
• Health and Wellness: uses behavioural science to promote healthy behaviours and prevent disease, such as encouraging exercise or healthy eating habits.
• Education: designs learning environments and instructional methods that take into account how people learn and behave, improving educational outcomes.
• Environmental Sustainability: encourages pro-environmental behaviours through policy and individual actions, promoting sustainable practices and reducing environmental impact.

Research Methods

• Experiments: controlled studies that test hypotheses and identify causal relationships, providing insights into human behaviour.
• Surveys and Self-Report Measures: collects data through questionnaires and self-reported data, providing subjective information about attitudes and behaviours.
• Observational Studies: observes behaviour in naturalistic settings, providing insights into real-world behaviour.
• Neuroimaging and Physiological Measures: uses neuroscientific techniques, such as fMRI, to study brain function and physiological responses, revealing underlying mechanisms.

Theories and Models

• Theory of Planned Behaviour: attitudes, subjective norms, and perceived control influence intentions and behaviours, shaping individual actions.
• Social Cognitive Theory: people learn and adapt through observing others and their environment, with social factors influencing behaviour.
• Self-Determination Theory: autonomy, competence, and relatedness drive human motivation and behaviour, with intrinsic motivation leading to more sustainable actions.