• The Future of Behavioural Science
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The Future of Behavioural Science

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Behavioural science has never been a static field. From its roots in psychology and economics, it has borrowed ideas, adapted methods and reinvented itself in response to new challenges. Today, th...
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  • 10 November 2026
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Behavioural science has never been a static field. From its roots in psychology and economics, it has borrowed ideas, adapted methods and reinvented itself in response to new challenges.

Today, the field is undergoing another transformation, shaped by debates about diversity and inclusivity, methodological pluralism, ethical boundaries, and questions of effectiveness, alongside the growing influence of data science and artificial intelligence.

Drawing on interviews with over 250 experts from academia, industry and policy, Merle van den Akker examines the challenges, frustrations, ambitions and hopes shaping behavioural science, and considers what its future might hold.

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Price: $38.95
Pages: 208
Publisher: Bristol University Press
Imprint: Bristol University Press
Publication Date: 10 November 2026
ISBN: 9781529244595
Format: Paperback
BISACs: BUSINESS & ECONOMICS / Economics / Social & Behavioral, Social, group or collective psychology, BUSINESS & ECONOMICS / Consumer Behavior, BUSINESS & ECONOMICS / Organizational Behavior, PSYCHOLOGY / Industrial & Organizational Psychology, Behaviourism, Behavioural theory, Behavioural economics, Organizational theory and behaviour
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'Merle van den Akker has written the rare book that confronts behavioural science’s flaws while showing why the field still matters.' Jason Collins, University of Technology Sydney

Merle van den Akker, PhD is a Senior Product Manager at the Commonwealth Bank of Australia, where she applies behavioural science to consumer finance and investing. She writes on behavioural science and decision-making, including an interview series with leading figures in the field. She completed her PhD in behavioural science at Warwick Business School.

Preface

1. How Behavioural Science Came to Be

2. Why Good Evidence Went Bad

3. Behavioural Science Will Be More Than a Nudge

4. Behavioural Science Will Include Everyone

5. Behavioural Science Will Be More Than Experiments

6. Behavioural Science Will Replicate

7. Behavioural Science Will Be Ethical

8. How to Become a Behavioural Scientist of the Future

9. How to Make a Career in Behavioural Science

10. Towards the Future of Behavioural Science

Afterword