Myth-Busting with Cynthia: Are Behavioral Science, Psychology, Behavioral Economics, and Nudge Theory the Same?
On New Year’s Eve, many of us (myself included) set our resolutions for the upcoming year. We tell ourselves that, starting tomorrow, we’ll have a healthier lifestyle, be happier, improve our finances, have better relationships, travel, relax, and exercise more. On New Year’s Eve, we’re ready to be the best version of ourselves – starting the very next morning!
For the next few days or weeks, we seem to stay on track. We trust that perhaps this year will be the year we achieve our resolutions. However, as time goes by, our enthusiasm wanes. Our behavior slips. We miss a day or two at the gym and suddenly it’s been three weeks since a workout. We travel for work for a week, drop our healthy eating regime, and struggle to get back to plates full of vegetables. As the weeks go by, our faith in becoming the best version of ourselves this year grows smaller and smaller.
Does that sound familiar? (It does to me!)
When confronted with a problem like this, there are a number of different ways to approach it. You could ignore the problem and wait for next New Year’s Eve. Alternatively, you could look at the problem from a behavioral science perspective.
“What is behavioral science?” you might ask.
The Myth
“Isn't behavioral science the same as psychology, behavioral economics, and nudge theory? They’re all interchangeable terms, revolving around understanding human behavior and decision-making. Right?”
Fields, Foci, and Definitions
Each of these terms, while related, have different meanings, come from different fields, and have different areas of focus.
- Behavioral science is an umbrella term that encompasses a variety of disciplines, including fields like psychology, sociology, and anthropology, and touches on the behavioral aspects of disciplines like biology, geology, and economics.1 It seeks to understand human cognition and behavior.2
- Psychology, a discipline within behavioral science, focuses on studying the mind and behavior.
- Behavioral economics is the study of how economic decisions are impacted by psychological factors.
- Nudge theory is related to behavioral economics and a subtheory of behavioral science. It entails the intentional design of choice architecture: structuring decision-making contexts to subtly guide individuals towards particular decisions.
References
- Editors of Encyclopaedia Britannica. (2020). Behavioral Science. Britannica. Retrieved from: https://www.britannica.com/science/behavioral-science
- Merriam-Webster. (2023). Behavioral science. Merriam-Webster Incorporated. Retrieved from: https://www.merriam-webster.com/dictionary/behavioral%20science
About the Author
Dr. Cynthia Borja
Cynthia is an Associate Project Leader at The Decision Lab. She holds a doctorate in Psychology from Capella University, a Master’s in Psychology from Boston University, and a Bachelor’s in Neuroscience and Behavior from Vassar College. Her mission is to promote the application of the principles of brain, behavioral, and learning sciences to the real world.
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I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.
Heather McKee
BEHAVIORAL SCIENTIST
GLOBAL COFFEEHOUSE CHAIN PROJECT
OUR CLIENT SUCCESS
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By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.
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Increase in Monthly Users
By redesigning North America's first national digital platform for mental health, we achieved a 52% lift in monthly users and an 83% improvement on clinical assessment.
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By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.
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Reduction in Client Drop-Off
By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%
