A Case Study of Using Behavioural Science in Practice

How Southwest Airlines Used It to Improve the Boarding Experience
  • Helena Rubinstein


This is a detailed case study about how behavioural science was applied to improve the boarding experience at the gate that satisfied the needs of passengers, employees, and the airline operator, Southwest Airlines. The case study shows how the principles for applying behavioural science described in earlier chapters were used to solve the challenge. In this chapter, Rubinstein outlines the activities that enabled the development of a behavioural model of passenger behaviour, and how a five-step approach to intervention design was applied. It ends by showing some of the solutions that were devised and describes the results of a testing programme in a real-life situation in an airport in the USA.


Behavioural diagnosis Intervention design Team building Intervention testing 

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Helena Rubinstein
    • 1
  1. 1.Innovia Technology LtdCambridgeUK

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