Below are some concepts and cognitive biases from behavioural science.
See what concepts you can identify - have a guess and then see if you were right
In recent years, psychologists have proposed a theory of dual systems of the mind: System 1 and System 2. The brain is not literally divided like this, but it is a useful analogy.
- System 1 is automatic, quick, intuitive, emotional and reactive.
- System 2 is conscious, effortful, logical, and deliberate.
Anchoring is our tendency to rely too heavily, or "anchor," on one trait or piece of information, often in the immediate context when making decisions.
Heuristics are shortcuts or rules of thumb for decision-making to aid us in finding a quick, satisfactory, but perhaps not always perfect, answer to a complex question. They help us make quicker, cognitively efficient decisions.
Our decisions and preferences are affected by how information is presented to us. How something is framed, or presented, can make different features more or less salient.
We tend to focus on today rather than think about what tomorrow might bring. We discount the future in favour of today. More specifically, it is the human tendency to put more value on rewards that are available now than rewards in the future. Power of now is also known as discounting the future, present bias or time inconsistency.
We have a common tendency to adopt the opinions and
follow the behaviours of the majority.
We have a tendency to make decisions based on their emotions and how they feel about something - a System 1 response - rather than any rational, logical or thought out reasoning.
We often judge the likelihood of an event, or frequency of its occurrence by the ease with which examples and instances come to mind.
Loss aversion is a cognitive bias where we generally feel the pain of a loss more than the pleasure of equal gain. This means that people value more what they already have than what they stand to gain.
We have a natural inclination to categorise, compartmentalise and treat money differently depending on where it comes from, where it is kept, or how it is spent to help us organise, keep track of financial activities and control our spending.
Status quo bias is a preference for the current state of affairs. We often avoid change; and if faced with a choice tend to go-with-the-flow of pre-set options or defaults.
The Behavioural Architects' articles are always stimulating, entertaining and informative and make BE principles both engaging as well as usable for all our readersEditor Impact Magazine and Research-live.com
Our digital clubhouse which is designed to inspire, share best practice and delight would be very different without The Behavioural ArchitectsGemma Greaves Global Managing Director The Marketing society
Its client testimonials show it has made behavioural economics accessible and actionableMRS judges ‘best new agency’ award
TBA have brought behavioural science thinking to some of our challenges in a way that is accessible for colleagues from across the business and has created actionable outputsMartin Bryant, Senior Consumer Insights Manager, KFC UK and Ireland
The Behavioural Architects did a great job of understanding our needs in this multinational project. They used a behavioural-led methodology to deliver clear and actionable outputRuchika Khattar, Global Marketing Innovation Manager, PepsiCo
One of the best articulated deliveries of insight I have seen in 20 years in the research sector.Damian Stevenson, Head of Insight at the Amateur Swimming Association
The behaviour change research has been the lynchpin of our entire new strategy to get more people swimmingNick Caplin, Amateur Swimming Association, Director of Participation
I’ve worked with TBA on a number of studies... all of them have allowed us to get to a depth of insight into basic behaviour that has transcended borders.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
The magic comes from how TBA works with us to get to simple, actionable ideas using the BE principles.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
Every project has resulted in activities that have unlocked growth for Diageo but, importantly, they’re also pieces of work that we keep going back to and that continue to inform new activities long after the original studies were run.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
We tasked TBA with a challenging brief on a national survey and they exceeded all our expectations throughout the processJennifer Bufton, Sport England
Their enthusiasm and relevant application of this theory alongside highly actionable and impactful insight delivery that really engages our stakeholders.Jacinda Norman, Category Insights Manager, Waitrose
The team at The Behavioural Architects Sydney have played an instrumental role in uncovering the key behavioural challenges for the Bundaberg Rum brand.Clara Lee, Senior Insights Manager, Diageo Australia
By using behavioural principles in analysing research, we’ve been able to go beyond the rational system 2 responses and tap into the deeper, subconscious system 1 responses that are often difficult to articulate.Clara Lee, Senior Insights Manager, Diageo Australia
For the first time in over a decade, we have clarity on the shift that we need to make to bring our brand back into growth.Clara Lee, Senior Insights Manager, Diageo Australia
The TBA team are a friendly, highly organised and intelligent bunch of people to work with. We consider them an extension of our internal Insights teamClara Lee, Senior Insights Manager, Diageo Australia
The behavioural science work conducted by The Behavioural Architects Sydney team has uncovered insights that we would never have uncovered by asking consumers questions directlyAlla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
Observing consumer behaviour through a Behavioural Science lens has uncovered key nuggets that we have now used to influence behaviour.Alla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
The Behavioural Architects Sydney are a valued business partner of the Water Corporation (Perth), who’s expertise and insights into behaviour change has been instrumental in helping to shape our communications strategy and to deliver an outcome that produces results.Paul Tuffin, Customer Insights Manager, Customer Strategy & Engagement Water Corporation (Perth, Australia)
A bit shocked to be a double-finalist! Good luck to all finalists x https://t.co/ENGzMdPEwQ1 hour, 57 minutes ago
Well done to others on the list! We're thrilled to be shortlisted with you https://t.co/P1vvS1sTgH1 week, 5 days ago