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Why do people do what they do?
From irrational purchases to missed appointments, human behaviour often defies logic. And yet, if we want to design better products, influence choices, or improve outcomes, understanding this behaviour is crucial. That’s where behavioural science comes in.
In this article, we break down the foundations of behavioural science, the core disciplines it draws from, and how these insights can be applied in the real world.
Behavioural science is an umbrella term for the study of human behaviour. It explores how people make decisions, form habits, respond to incentives, and interact with their environments. At its core, it seeks to answer questions like: why do people behave irrationally? What influences decision-making beyond facts? And how can we design systems that align with real human behaviour?
Rather than existing as a standalone field, behavioural science blends insights from several established disciplines.
Psychology explores individual thought processes, emotions, and behaviours. Sociology looks outward, analysing how social structures, cultural norms, and group dynamics shape our actions. Cognitive science dives into how we perceive, remember, and process information. Then there's behavioural economics, which challenges the long-standing assumption that humans are rational decision-makers. Instead, it introduces the idea of mental shortcuts and unconscious biases that affect our choices.
Together, these disciplines form the foundation of behavioural science as we apply it today.
Among the key ideas in behavioural science is the concept of cognitive bias. These mental shortcuts help us navigate the world quickly but can lead us astray. For example, confirmation bias leads us to favour information that aligns with our existing beliefs, while status quo bias keeps us clinging to what we know, even when change would serve us better.
Another fundamental idea is the distinction between System 1 and System 2 thinking, popularised by Daniel Kahneman. System 1 is fast, intuitive, and emotional; it operates automatically with little effort. System 2 is slower, more deliberate, and logical. Although we like to believe most of our decisions are rational, the majority are made by System 1.
Then there’s the intention-behaviour gap – the common disconnect between what people say they want to do and what they actually do. Think of how many people intend to exercise regularly or stick to a healthy diet, yet struggle to turn these intentions into action. Understanding these gaps is critical when designing systems, services, or products.
Habit formation is also a cornerstone of behavioural science. Habits form through repetition and are heavily influenced by cues, rewards, and context. Changing behaviour often requires small, consistent adjustments that work within the natural flow of daily life.
These concepts aren’t just academic. They have powerful, practical uses across industries. In healthcare, behavioural insights help increase adherence to treatment plans and improve the design of patient-facing products. In public policy, they can encourage more sustainable or healthy behaviours without relying on regulation. In tech and design, they shape how products are built to align with user instincts, making digital experiences more seamless and effective.
Marketers use behavioural science to guide how campaigns are structured and how messages are framed. Even financial institutions have adopted behavioural techniques to help customers make better decisions about saving, spending, and investing.
Behavioural science isn’t about manipulating people. It’s about designing for how people really think and act – not how we wish they would.
At nuom, we use these principles to help businesses, startups, and health teams build better products and services. When you understand the basics, you can create things that are not only effective but also human.
Ready to apply behavioural science to your work? Let’s talk.
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