Behavioural science overview The field of behavioural science draws on decades of research from a broad range of disciplines and applies a more realistic understanding of human behaviour to contexts such as public policy. This is because extensive research has repeatedly shown that people’s behaviour often deviates systematically and predictably from the assumptions made in standard economic theories. Governments and firms around the world are increasingly using behavioural science and building evidence of what works through robust trials. In the past decade, they have begun using applied behavioural science techniques more systematically, including the application of ‘nudges’, to address a wider range of challenges. AT has made a commitment to behavioural science, systematically applying insights across the organisation. This has included the training of employees, adopting a behavioural innovation process, application of insights across marketing, communications and more.
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