Behavioral science is an umbrella term that includes social
psychology, behavioral economics, sociology, and other
academic disciplines. It can be applied to a variety of practice
areas within an organization via a range of design and measurement
tactics. It can influence strategy and design throughout an
organization, including such areas as product design, marketing
and communications, employee and customer engagement,
and strategic decision making. In practice people often end
up specializing in one area or another, but applied behavioral
science includes both designing for the moment (the domain
of nudges and cognitive biases) as well as creating the broader
context for shaping the thoughts, emotions, and behavioral
patterns of employees and customers.

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