---
title: "What is Behavioral Science?"
url: https://fibr.ai/glossary/behavioral-science
description: "Behavioral science studies how people make decisions, revealing biases and environmental influences on actions like cart abandonment or scarcity responses."
last_updated: 2026-05-05T11:55:58.518393+00:00
---
Behavioral science examines how people make decisions, what influences their actions, and how biases or environments shape outcomes. In digital marketing, these principles explain why users abandon carts, respond to scarcity, or prefer simple choices. Applying behavioral science helps create experiences that align with real human tendencies rather than assumptions. It is the foundation for practices like nudging, persuasion design, and customer journey optimization.

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