Understanding Behavioral Science and Human Behavior

Behavioral science is the study of how people actually behave, different from how they claim to behave. It encompasses nuances between behavioral science, behavioral economics, and social psychology, with a focus on understanding human decision-making processes. Humans are considered cognitive misers, preferring to conserve energy by making quick decisions based on rules of thumb, or heuristics. These heuristics often lead to biases in decision-making. By leveraging knowledge of these biases, marketers and designers can align their communications and products with human nature to be more effective.