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Understanding
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BEHAVIOURAL SCIENCEs
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Behavioural sciences is an evidence-based, interdisciplinary field that examines how people
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behave, make decisions, and respond to programmes, policies, and incentives. Integrating
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i insights from psychology, economics, neuroscience, and sociology, it explores the drivers of f
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habits, motivation, attention, social influence, and cognitive bias. Through systematic
h a b i t s , m o t i v a t i o n , a t t e n t i o n , s o c i a l i n f l u e n c e , a n d c o g n i t i v e b i a s . T h r o u g h s y s t e m a t i c
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methods, it identifies effective interventions in real-world settings, including designing choice
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environments that support informed decisions, enable goal attainment, and reduce
e n v i r o n m e n t s t h a t s u p p o r t i n f o r m e d d e c i s i o n s , e n a b l e g o a l a t t a i n m e n t , a n d r e d u c e
behavioural friction. Its applications span health, organisations, and everyday life.
b e h a v i o u r a l f r i c t i o n . I t s a p p l i c a t i o n s s p a n h e a l t h , o r g a n i s a t i o n s , a n d e v e r y d a y l i f e .
United Nations Behavioural Science Guidance Note (2021)
U n i t e d N a t i o n s B e h a v i o u r a l S c i e n c e G u i d a n c e N o t e ( 2 0 2 1 )
