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Key Principles of Behavioural Science
Behavioural science offers four fundamental principles that explain how people think and act:​​
Subconscious Influence
Many decisions are made automatically, without conscious thought.
Two Modes of Thinking
System 1 is fast, intuitive, and emotional, while System 2 is slower, deliberate, and analytical.
Context Matters
We rely on anchors, heuristics, and mental shortcuts to navigate choices and interpret information.
Cognitive Biases
Biases such as loss aversion, availability bias, and herd mentality can lead to irrational actions.
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