An Overview of Behavioural Science

Why Businesses Don’t Use It and Why They Should
  • Helena Rubinstein


This chapter focuses on how the discipline of behavioural science developed from ideas emerging from social and health psychology, how these ideas challenged classical economic theory, and how they have been transferred, and successfully used by policy makers. Rubinstein explores the main principles of nudge theory and suggests that there is more to behavioural science than ‘nudging’. She concludes that businesses would benefit from applying the scientific method of behavioural science in the commercial sector, if they can overcome five major challenges to its implementation.


Behavioural science Nudge theory Scientific method 


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Copyright information

© The Author(s) 2018

Authors and Affiliations

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

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