The answers to these questions – and so many other perplexities of human behaviour – are the domain of behavioural science.
“First, never underestimate the power of inertia. Second, that power can be harnessed.”
– Richard Thaler & Cass Sunstein
Explainer: Pandemic behaviour - Why some people don't play by the rules
Shortly after George Floyd’s death, one of my friends texted me that Floyd wasn’t necessarily a bad person, but, pointing to his prior stints in prison, added that “he wasn’t lily-white either.”
If you’re really serious about making a meaningful change in your personal or professional life, you just have to create the proper conditions for predictable success. The roadmap can be found in a discipline known as behavioral economics.
Understanding behavioural science – including why people get so angry online – can help brands communicate effectively through a crisis, according to Kate Hartley, co-founder of crisis simulation firm Polpeo.
For tuberculosis patients, complying with a full course of treatment can be daunting and difficult. But a new experiment conducted by MIT researchers in Kenya, in collaboration with the digital health company Keheala, shows that a digital program used on mobile phones helps patients successfully finish their treatments.