Behavioural Science

• Definition: A branch of science focused on understanding human behaviour through empirical and theoretical methods
• Scope: While it can apply to all living organisms, it primarily targets human behaviour

Core Disciplines and Influences

• Foundational Fields: Psychology, cognitive science, neuroscience, behavioural biology, and behavioural genetics
• Social Sciences: Includes behavioural economics, sociology, political science, and criminology
• Key Figures: B.F. Skinner (operant conditioning), Ivan Pavlov (classical conditioning), John B. Watson (behaviourism), Albert Bandura (social learning)

Applications

• Policy and Public Health: Designing interventions using nudges, defaults, and framing to influence healthier or more prosocial choices
• Consumer Behaviour: Understanding how people make purchasing decisions
• Organisational Behaviour: Improving workplace motivation, leadership, and productivity
• Emerging Tech: AI, virtual reality, and big data are expanding behavioural science’s reach into therapy, education, and design