Does “irrationality” travel? Why applied behavioural science needs to consider cultural context

Photo by slon_dot_pics from Pexels

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…