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Anthropology and Behavioural Sciences

Behavioural science focuses on the study of the human mind and behaviour. The field examines the way the mind operates. We discuss here its principles, significance and applications

Behavioural sciences are those sciences that deal with how individuals behave. These sciences deal with the ways that individuals interact with the environment and how these behaviours vary over all types of individuals and all kinds of social interactions.

Behavioural science is used in the field of education to understand the different ways in which human beings behave and the different settings in which the behaviour of human beings takes place.

Behavioural science focuses on understanding the behaviour of animals, people, and groups of people. This behaviour can be measured and modelled using information technology (IT). The main field of study in psychology, but its elements can also be found in economics, linguistics, sociology, and education.

Principles of behavioural science

Behavioural science analyses how people behave as individuals and how group behaviour, or the behaviour of the entire society, develops. The principles of behavioural sciences can be applied to the study of organisations, societies, and populations.

The behavioural sciences are also known as psychometrics or psychology. Psychology is often considered a subdiscipline of behavioural sciences. It is the science of the human mind and mental and emotional processes.

Importance of behavioural sciences

  1. Behavioural sciences have been used to measure animal behaviour since the 19th century. Animal behaviourists such as Konrad Lorenz and Niko Tinbergen have shaped the modern science of animal behaviour.
  2. Behavioural science is a key driver for understanding all aspects of social organisation and the evolution of our species, our genes and our genomes, as well as understanding our psychology and the psychology of others.
  3. Behavioural sciences are decisive because they provide clues about how the brain functions. 
  4. The sciences use research to understand how individuals learn and how they can be taught.
  5. Behavioural sciences are applied in the fields of economics, psychology, education, health, and law.
  6. The study is essential to the field of marketing as it plays a crucial role in the formation of consumer preferences and attitudes, which, in turn, influence consumer decisions and behaviour.

Characteristics of behavioural sciences

There are two significant characteristics of behavioural sciences. First, scientific methods are used to conduct research. Second, behavioural sciences focus on the relationships between humans and the environment. Cognition, emotion, and motivation are the three primary environmental aspects that behavioural scientists consider.

Uses of behavioural sciences

Behavioural sciences (BS) are a set of theoretical concepts, methods and empirical processes having an application in numerous fields. 

Behavioural sciences in marketing

Organisations use behavioural sciences as a marketing strategy to attract investors, employers use them as a means of persuasion to employees, and people as a means of influencing others. Human behaviour is studied using behavioural sciences, and the results are applied to marketing to gain a better understanding of consumer behaviour.

Behavioural sciences in education

The use of behavioural sciences in the field of education resulted in a shift away from teaching specific subjects and towards a focus on the individual student and his or her learning. They help teachers understand students and allow administrators to make better decisions about school operations and curriculums.

Behavioural sciences in psychology

The field of psychology has made use of behavioural science to understand the human psyche. The mind is part of the body, and the way a person acts is due to multiple interacting factors: genetic makeup, beliefs, and the environment.

Behavioural sciences in economics

Behavioural sciences are helpful in economics because they help explain how individuals and organisations behave. Behavioural economics has provided an understanding of how consumers make decisions. For example, the work of Daniel Kahneman and Amos Tversky has provided empirical evidence for heuristics in decision-making. Their findings have led to the development of theories about the role of emotions and other processes in influencing judgement and decision-making.

Behavioural sciences in linguistics

Linguistics seeks to understand the origins and use of language. Behavioural science refers to the study of the cognitive and neurophysiological processes involved in the acquisition of language. The study of behavioural sciences in linguistics explores how people behave in different environments and how language and the language learner interact.


In the behavioural sciences, we are concerned with changes in behaviour. The study is essential because human behaviours form the basis of social, economic, and political systems. An understanding of human behaviours is critical to the study of the dynamics of social interactions. It helps us understand the causes of human behaviours and how to control and change behaviour.


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What is behavioural science?

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What do behavioural sciences include?

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