Does “irrationality” travel? Why applied behavioural science needs to consider cultural context
Over the past 10 years, applied behavioural science grown more and more popular in across a range of industries and sectors. As it spreads across the globe, we are at a point where we need to consider whether we are as “irrational”* as we seem and, more importantly, whether we are all “irrational” in the same way — in other words, does behavioural science as we know it travel well?
In this series of articles I shed light on the ways in which factors such as cultural context influence individual decision making (beyond just social norms), and the ways in which what we know about the human mind is often based on a limited sample of humanity. Grab your matcha tea and join the ride!
Why we need to consider the cultural context of decision making
Although much of the literature particularly on behavioural economics has focused on the influence of context, it often merely focuses on the immediate decision-making moment. In addition to the bounded nature of our minds, there are actually three sets of factors that affect every choice and decision: decision features, situational factors and individual differences[1].
