/

/Our Articles

/Brand Strategy

/Innovation

/Our Offer

/Who We Are

/Our Clients

/Behaviour Change

/What We Do

/Our Awards

/Comms Development & Optimisation

/Customer Journeys & CX Optimisation

/Behavioural Science Training & Upskilling

/Our Work

/Behavioural Science

/Our News

/Contact Us

/Terms & Conditions

/Jobs

/Privacy

/UK Participant Privacy

/Login

/Our AI Tools

/Our Publications

/Our Articles

Sweating the small stuff in direct mail marketing

Building the innovation pipeline for a global snacks brand

Unlocking growth for an iconic drinks brand

Encouraging people to both give and take The Big Issue

Using behavioural economics to nudge paid app subscriptions

Improving public safety with e-bikes

Leveraging latent love for a global spirits brand

Optimising current account on-boarding communications

Network Outage Experience Design

Re-shaping the digital self-service ecosystem for a telco company

Repositioning and restaging a healthier snacking brand

Unboxing and set-up experience of a Wi-fi Booster

Unlocking new ways to tackle apathy in oral care

Starting a global revolution in oral healthcare

Getting more people swimming

Decoding Decisions: Understanding the 'messy middle'

Switching from single use coffee cups with reusable ones

Increasing the number of driver sign-ups by optimising the earner funnel

Greening our Cities

Decoding decision drivers for healthier snacking brands

Optimising the path to purchase for buying vinyl and merchandise

Encouraging adoption of AI within healthcare diagnostics

Defining jobs to be done for a broadband proposition

Exceeding US launch targets in Atopic Dermatitis

Unlocking UK Adoption of a Type 2 Diabetes Therapy

Driving Patient & Pharmacist Behaviour Change in Pain Management

Overcoming Prescribing Inertia to Outperform Competitors

Reframing a symbol of comfort as harmful pollution

Unlocking mid-week meals: The biggest barrier to innovation can simply be existing habits

Building BeSci capability for a leading grocery retailer

Building BeSci capability for a leading retail UK financial services brand

Building behavioural science capability for a major insurer

Optimising regulatory communications using AI tools

Menu

What We Do

Behavioural Science

How to make people more mindful of their poor decision-making?
/Our Articles

How to make people more mindful of their poor decision-making?

How can we make people more mindful of their poor decisions?

Let’s take an example: the global catastrophe that is the overuse of antibiotics. This has become a huge problem in the last several years. In both the UK and the US, over half of antibiotic prescriptions are inappropriate and likely ineffective. In order to prevent the growth of antibiotic resistance and fatal, untreatable infections, we all need to cut our use of antibiotics dramatically.

Our latest article, published by The Marketing Society, looks at how behavioural economics can help us reduce our use of antibiotics.

A team of behavioural scientists in California recently tested a number of simple, behavioural science-inspired interventions aimed at getting doctors to reduce their prescriptions of antibiotics. Two of these interventions were astoundingly successful, demonstrating the considerable power of behavioural science.

Whilst we should never neglect or dismiss other ways of changing behaviour, such as regulation or policy change, when simple, low-cost messaging can lead to such significant changes in behaviour, behavioural science is an indisputably useful tool.

Article Categories

/Case Studies

Optimising regulatory communications using AI tools

Optimising regulatory communications using AI tools

A major global e-commerce marketplace wanted to use a Behavioural Science lens to optimise regulatory communications to sellers, thereby increasing adherence and minimising disruption to both customers and sellers.

Tags

Offer:
Comms Development & Optimisation
Country:
Canada, Europe, United Kingdom, United States
Building behavioural science capability for a major insurer

Building behavioural science capability for a major insurer

A leading life and general insurance company wanted to build Behavioural Science capability within user experience design, development and execution.

Tags

Offer:
BeSci Training & Upskilling
Country:
Australia
Building BeSci capability for a leading retail UK financial services brand

Building BeSci capability for a leading retail UK financial services brand

The FCA’s consumer duty requires financial services firms to put themselves in the customer’s shoes, accounting for behavioural biases and vulnerabilities. Our client asked TBA to develop a BeSci framework and training module to support the end-to-end product/service lifecycle.

Tags

Offer:
BeSci Training & Upskilling
Country:
United Kingdom
View Case Studies

The Behavioural Architects' articles are always stimulating, entertaining and informative and make BE principles both engaging as well as usable for all our readers

Editor,
Impact Magazine and Research-live.com

Our digital clubhouse which is designed to inspire, share best practice and delight would be very different without The Behavioural Architects

Gemma Greaves,
Global Managing Director,
The Marketing Society

Its client testimonials show it has made behavioural economics accessible and actionable.

MRS judges ‘best new agency’ award

TBA have brought behavioural science thinking to some of our challenges in a way that is accessible for colleagues from across the business and has created actionable outputs.

Martin Bryant,
Senior Consumer Insights Manager,
KFC UK and Ireland

The Behavioural Architects are experts in the field of consumer understanding, delivering insight and impact. I would highly recommend them to anyone seeking to understand consumer behaviour and work with a team who deliver with passion and joy.

Director of Consumer Insight,
Salomon

The Behavioural Architects' articles are always stimulating, entertaining and informative and make BE principles both engaging as well as usable for all our readers

Jane Bainbridge, Editor,
Impact Magazine & Research-live.com

Our clients include leading global brands, governments and NGOs.

Learn more

©2026 The Behavioural Architects