CAED | Centre for Agricultural Economics and Development | UWA Research Centre

Behavioural Science Toolkit

This toolkit provides information about behavioural science and how it can be applied in an agricultural context. Learn about the theories underpinning behavioural economics, how they have been applied in the Riskwi$e program, and find links to useful resources and seminar series for further learning.

What is behavioural science?

Behavioural science is the study of human behaviour to understand how and why people make decisions. It is particularly useful for developing effective interventions for behaviour change.

Behavioural economics focusses on how psychological biases and cognitive limitations influence decision-making under uncertainty. It recognizes that people may deviate from purely rational decision-making due to emotional and cognitive factors.

Some factors that influence decision making and risk perception

Heuristics / Rules of Thumb

In situations where precise calculations are difficult, people often rely on simplified decision rules based on their experience, intuition, or general guidelines. It is a mental shortcut that reduces time and cognitive load.

Following the herd

The phenomenon of individuals deciding to follow others and imitating group behaviours rather than deciding independently and on the basis of their own research and analysis.

Biases

An inclination or prejudice for or against an idea, object, group, or individual. It is often learned and is highly dependent on a range of variables.

How can behavioural science help improve decision making in Agriculture?

The RiskWi$e behavioural science program aims to better understand and improve grower decision making processes, build knowledge and capacity in behavioural science with stakeholders, and track behaviour change over the course of RiskWi$e.

Our team will also apply the behavioural insights to:

raise awareness of potential biases and flaws in decision making.
explain strategies that can help avoid those problems.

conduct new studies to understand particular risks, such as price risk when selling grain.
identify useful tools for improving risk management in agriculture.
develop and identify resources for grower groups to enable impactful delivery of extension and research.