Behavioural science or bullshit?

March 2023

There is a problem with behavioural science. It’s not about a particular campaign, or about whether ‘behavioural scientists’ have been given too big or small a role over recent years. Spotting claims & probing the methods behind them is key to a better bullshit detector. It’s a skill we can learn & even teach our kids. Perhaps surprisingly, our common intuitions about behaviour - our thinking about thinking - are often wrong.

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