Behavioural Science (BSci.) investigates the systematic, yet predictable ways in which people act “irrationally”.
Many day-to-day decisions are shaped by unconscious, intuition-based psychological forces called cognitive biases or heuristics. When we understand how cognitive biases shape decision-making, we can affect consumers’ decision-making pathways. Utilize context, stimuli and/or experience to "nudge" decisions and behaviour in the desired direction. This applies to consumers, patients and HCPs.