Behavioural Science: Exploring Human Behavior Through Experts, Studies, and Applications

1. Introduction to Behavioural Science

Behavioural science is an interdisciplinary field that examines human behavior through the lenses of psychology, economics, sociology, and anthropology. It seeks to understand how individuals make decisions, interact with others, and respond to environmental cues. By integrating empirical research and theoretical frameworks, behavioural science offers insights into why people often act irrationally, despite traditional models assuming rationality.

2. Key Theories and Concepts

Heuristics and Biases (Daniel Kahneman & Amos Tversky)

- Theory: Humans rely on mental shortcuts (heuristics) to simplify decision-making, leading to systematic biases (e.g., availability heuristic, anchoring effect).
- Impact: Kahneman and Tversky’s 1974 work revolutionized economics, leading to the development of behavioral economics.

Prospect Theory (Kahneman & Tversky, 1979)

- Theory: People value gains and losses differently, exhibiting loss aversion (losses hurt more than equivalent gains).
- Application: Explains financial decisions, such as irrational stock market behavior.

Nudge Theory (Richard Thaler & Cass Sunstein)

- Theory: Small environmental changes (“nudges”) can steer behavior without restricting choice (e.g., default options in organ donation).
- Example: Automatic enrollment in pension plans increased savings rates (Thaler & Benartzi, 2004).

Operant Conditioning (B.F. Skinner)

- Theory: Behavior is shaped by consequences (reinforcement/punishment).
- Legacy: Foundations for behavioral therapy and habit formation strategies.

Growth Mindset (Carol Dweck)

- Theory: Belief in malleable intelligence (growth mindset) fosters resilience vs. fixed mindset.
- Evidence: Students with growth mindsets achieve higher academic success (Dweck, 2006).

Principles of Persuasion (Robert Cialdini)

- Framework: Six principles (reciprocity, scarcity, authority, consistency, liking, consensus) guide compliance.
- Example: “Limited-time offers” leverage scarcity in marketing.

3. Notable Studies and Experiments

The Marshmallow Test (Walter Mischel, 1972)

- Method: Children offered one marshmallow immediately or two after waiting.
- Findings: Delayed gratification correlated with later life success (e.g., higher SAT scores).

Stanford Prison Experiment (Philip Zimbardo, 1971)

- Method: Students assigned as guards/prisoners in a simulated prison.
- Insight: Situational factors overpower individual morality, though criticized for ethical issues.

Asch Conformity Experiments (Solomon Asch, 1950s)

- Method: Participants matched line lengths despite group misinformation.
- Finding: 75% conformed to incorrect answers at least once, highlighting social pressure.

Milgram Obedience Study (Stanley Milgram, 1963)

- Method: Participants instructed to administer electric shocks to a confederate.
- Result: 65% complied up to lethal voltages, underscoring author