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Understanding Human Behavior
The Science of Choice
Behavioural science explores what drives human actions - why we do what we do. It's a multidisciplinary field revealing how our decisions are shaped by cognitive, emotional, social, and contextual factors. At TBAE, we use this understanding to design programmes that empower individuals and businesses to make better choices and achieve sustainable growth.
Why Behavioural Science Matters
Traditional models of human behaviour often assume that people make logical, rational decisions. However, behavioural science and behavioural economics (BE) provide a more accurate understanding—one that embraces the complexity and irrationality of human behaviour.
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