Introduction to Applied Behavioural Science

This is an exciting new module which will equip you with an understanding of the drivers of human behaviour, and with the necessary skills to apply these insights to improve decision making, engagement and performance within your organisations.  

The module will provide participants with an analytical framework and set of concepts that can be used to explain human behaviour. The course uses ‘classic’ findings and cutting-edge research from the social sciences, psychology, and neuroscience to document the interplay of forces which explain human behaviour.

We begin by interrogating the assumption that humans behave ‘rationally’. We discuss examples of departures from rationality and the insights these afford into the human condition. In doing so, we examine the impact of emotions, ‘automatic’ processes/habits, cognitive biases and ‘heuristics’ (mental shortcuts) on decision-making and behaviour. We examine the extent to which human behaviour is shaped by the environment and context rather than individual agency and choice and discuss the possibility of using ‘nudges’ to steer behaviour. We then explore how social identities and processes (such as belief systems) influence behaviour and examine the extent to which models of behaviour change can inform the design and testing of behavioural interventions. Finally, we discuss the ethics of applying behavioural insights, particularly within a digital environment.

While the module will provide participants with a solid grasp of the theory which underpins behavioural science, there will be a strong emphasis on teaching participants how to apply this knowledge in a variety of real-life organisational contexts.