Mission statement

Many pressing societal problems are behavioural in nature. To tackle them, we believe it is paramount to advance our understanding of human behaviour and the factors that shape it. With our research we hope to effectively help people make smarter decisions in complex environments.


Changing one’s behaviour is difficult and there are many barriers to change. So how can we help people understand their current decisions, and help them change their behaviour for the better? We envision our research as being guided by insights from behavioural economics. Behavioural economics provides us with the necessary tools to identify which barriers to change in behaviour are present, why these barriers exist, and what the optimal behaviour should be. In turn, this knowledge allows us to design interventions to help people make better decisions.

Type of behaviours

  • Health related: physical activity, sleep, lifestyle, diet, mental health
  • Financial: investment, insurance, planning, organization, speculation, gambling
  • Security: cyber security and workplace security
  • Unethical: lying, cheating

Factors that shape behaviour

  • Socio-economic: income, gender, social environment
  • Physiological and psychological: Stress, stereotypes, cognitive capabilities, emotions
  • Information and education


  • Field, laboratory, and online experiments

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