01
Now that we know the kinds of things that can influence our behaviour, it's time to think about what this means for behaviour change programmes.
Most policies or programmes are designed thinking that human behaviour is always rational, i.e.,we assess the situation, weigh the pros and cons, and then make a decision which is best for us.
But this often isn't the case. So, to design effective policies and programmes we need to understand real humans and their biases and contexts.
Behavioural science uses experimental and empirical methods to understand why we do what we do.
02
To design effective policies, we need to understand how and why humans behave in a particular way. We now know that we can go about this by:
- Understanding the factors in a decision-making context that influence human behaviour.
- Modifying the environment or context in which decisions are being made to change human behaviour.
In comes behavioural science.
Behavioural science uses experimental and empirical methods to understand why we do what we do.
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