Behavioral Science

Human Decision Making

Behavioral Science studies how people actually make decisions — as opposed to how they should make decisions according to traditional economics. It combines psychology, economics, and neuroscience.

Key finding: Humans are predictably irrational. We rely on mental shortcuts (heuristics) that often serve us well but can lead to systematic errors (biases).

For UX designers, behavioral science provides evidence-based principles for designing interfaces that align with real human behavior.

Quiz

Pass: 3/3 correct

1. Which heuristic describes judging likelihood by how easily examples come to mind?

2. The peak-end rule says people remember experiences by their:

3. The endowment effect describes people's tendency to:

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