Behavioral science, or behavioral economics, is the heart beat of every single brand, marketer, company, and social scientist. It’s important to understand what are the most crucial economic factors influencing consumer behaviour. While standard economics studies humans as completely rational decision makers, behavioural economics explores the gap between rationality and irrationality and takes a look at how humans actually behave. Behavioural science is the study of why and how people make decisions in the real world. There are countless principles that researchers unleashed that help explain why people do what they do, and how they make decisions. When these principles are applied to marketing, finance, or branding, marketers can gain a better understanding of their audience and how to best engage with them with measured results.