This book demonstrates how applying behavioural science to commercial problems can effectively
help businesses to understand and achieve the best outcomes for their customers. Bringing
together theory and practice the author describes how approaches underpinning behavioural
science can be adapted to the fast-moving environment of the private sector. The first part of
the book discusses the underlying theory and principles behind behavioural science. It outlines
the history of the discipline explaining how behavioural scientists use theories and models of
behaviour and discussing why behaviour is so hard to predict. It then describes how the theory
can be applied to designing products services and interventions. In Part II Rubinstein uses
several key case studies to explore the challenges of integrating behavioural science into
established practices considering how to use behavioural science in multidisciplinary teams
and why this might be useful. She addresses concerns about the ethics of using behavioural
science in this context before describing the value of applying behavioural science to business
and how best to realise its potential. This book is a must-read for both practitioners and
academics interested in applying the science of behaviour to real-world challenges.
