Why doesn't awareness or knowledge lead to behavior change- whether that be to improve diets, gender issues or conserving the environment? What explains this Knowing-Doing gap? How do we make decisions and what are the factors that influence our decision-making? Are we fundamentally rational or irrational, risk-takers or conformists? Understanding the true factors that affect decision making becomes central to engineering social change. Advances in Behavioural Economics and Cognitive Neuroscience are questioning long held beliefs and assumptions on human decision making. Join in to gain a glimpse into new insights that can help us effectively change behaviour.
