Human behaviour is complex.

Philosophers, scientists and artists alike have all sought to unravel the mystery of human consciousness. What is it? How does it work? Why is it the way it is? Can it be changed? How does it inform the way we behave? These are some of the most important questions that humanity has sought to answer.

Cognitive biases and behavioural economics can help unravel the complexity.

Based on the way our brains have developed over time, people have typical and somewhat predictable patterns of behaviour. These are known as cognitive biases – also known as mental shortcuts or heuristics. Behavioural economics is the field that studies these biases.

By understanding cognitive biases, we can become more aware of how they affect people's behaviour.

That's why TRA analysed over 50 different cognitive biases and collated them into a guide to behavioural economics and nudges: Principles of Human Behaviour.

This guide is by no means exhaustive - but it does provide a framework for understanding different biases, how they might inform how we behave and how we can use them to encourage effective behaviour change. It is a valuable resource for anyone who wants to understand how cognitive biases work and how they can be used to influence behaviour, alongside social, cultural, economic, political and environmental context.

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