What is Behaviour Change?

Why is falling for fake news so easy despite all the warnings? Why do we carry high-interest debt even when we have the means to pay it off? Why are there so many browser tabs open on your screen right now even though digital clutter is so stressful?

The answers to these questions – and so many other perplexities of human behaviour – are the domain of behavioural science.

Once upon a time, we believed human beings were logical creatures, capable of making good decisions and acting in our own best interests.
Today, we know better.
Thanks to breakthroughs in behavioural research, we’ve been able to peer at the inner workings of our decision-making processes – and instead of logic and reason, we’ve found a tangle of biases and cognitive pitfalls that lead to irrational and even harmful behaviours.
The good news? We have effective tools at our disposal to steer those behaviours in a more desirable direction.
At BCA, we mine insights from behavioural research to illuminate what really motivates human actions.
Then, we add rigorous data analysis and a range of creative strategies to develop behavioural and communication solutions that improve decision-making and create better outcomes for customers, employees and citizens.
"To understand why we do what we do, neuroscientist Robert Sapolsky looks at extreme context, examining actions on timescales from seconds to millions of years before they occurred. In this fascinating talk, he shares his cutting-edge research into the biology that drives our worst and best behaviours."
The biology of behaviour
Understanding something as wildly complex as human behaviour is impossible without considering our biology. The work of Stanford neurobiologist Robert Sapolsky has done a lot to illuminate the neurological and biological factors that influence how we act and make decisions. As we learn more about these interconnections, our insights can be used for positive behaviour change. In Sapolsky's words, “We’re learning more and more about the biological underpinnings of our behaviour, and that can help us produce better outcomes.”
Loss aversion bias
We are more sensitive to losses than gains of the same size, so we often fail to pursue beneficial activities out of fear

“Losses loom larger than corresponding gains.”

– Amos Tversky & Daniel Kahneman

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The Surprising Ways Behavioral Science Boosts Businesses

You want to create a new app, but don’t know how to code. What do you do? Instead of teaching yourself Ruby, you’ll probably ask a developer to help you out. Similarly, you wouldn’t create a clothing line without help from a designer, or build a house without consulting a carpenter. But what about managers looking to motivate their employees? When it comes to nudging other people towards a certain action – such as gaining motivation or changing a habit – many of us think we are experts in human behavior, because we have experience in being motivated or changing habits ourselves. But experience isn’t the same as expertise.
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