“Mel Vandenbelder has written a rare book that both confronts the shortcomings of behavioral science and underscores its enduring significance.” — Jason Collins, University of Technology Sydney

“This is a treasure trove of data that reveals tacit knowledge in ways other fields can only dream of. The book offers a profound and critical analysis of the field’s current state and its future trajectory.” — Laura de Molière, Behavioral Science Consultant

“This important work draws on fifteen years of research, challenges long-held assumptions, and encourages us to consider the future direction of behavioral science from a broader perspective.” — Rory Sutherland, Ogilvy & Mather

“It provides a clear-eyed understanding of the field’s past while thoughtfully considering its path forward.” — Alex Jani, Behavioural Insights Team

★ A brand-new work by Mel Vandenakker, a renowned behavioral scientist and senior product manager at Commonwealth Bank of Australia! Covering diversity, data science, the impact of AI, and ethical boundaries, it offers a critical analysis of the current state of the field and explores how behavioral science can drive innovation and continue to exert its influence.
★ This cutting-edge, interdisciplinary social science book is based on the author’s in-depth interviews with over 250 leading experts from academia, industry, and policy-making institutions worldwide. Drawing on 15 years of research, it examines artificial intelligence, behavioral ethics, and the future development of the field.
★ As artificial intelligence and large language models increasingly permeate human decision-making, behavioral science is undergoing an unprecedented paradigm shift. This book keenly captures the pulse of our times, moving beyond the traditional frameworks of economics and psychology to explore what new role this discipline should play in promoting diversity, inclusiveness, methodological pluralism, and addressing misinformation and technological crises.
★ The book also systematically addresses how behavioral science can survive and remain effective in an era of profound uncertainty. It not only dissects the formidable challenges facing the field but also outlines concrete pathways for public policy design, organizational transformation, sustainable development, and individual behavior change. From the erosion of evidence quality and the limitations of experimentation to career development strategies, it provides readers with a comprehensive roadmap—from theory to practice—and serves as a treasure trove of insights into the future of human decision-making.

Behavioral science has never been a static field. Originating in psychology and economics, it continuously draws on ideas from other disciplines, refines its methods, and reinvents itself in response to new challenges.
Today, the field is undergoing another transformation, shaped by debates over diversity and inclusion, methodological pluralism, ethical boundaries, and issues of validity, as well as by the growing influence of data science and artificial intelligence.
Through interviews with more than 250 experts from academia, industry, and the policy world, Meir van den Akker explores the challenges, setbacks, aspirations, and hopes that are shaping behavioral science, and considers where its future might lead.

Mel Vanden Acker
Dr. Mel Vanden Acker is a renowned behavioral scientist, author, lecturer, and senior product manager active in the field of behavioral finance. She focuses on the intersection of psychology, behavioral economics, and personal financial decision-making, striving to translate complex academic research into practical applications that enhance everyday financial products.
She currently serves as a senior product manager at Australia’s largest bank, Commonwealth Bank of Australia. She directly integrates behavioral science—such as nudges—into the design of consumer finance and investment products, helping ordinary users better overcome psychological biases in saving, investing, and managing debt. She holds a PhD in Management from Warwick Business School, specializing in behavioral science. Her core research examines how different payment methods—such as frictionless payments, mobile payments, and contactless card swipes—influence personal financial management, overspending, and memory. In addition, she earned an MSc in Behavioral and Economic Science and an MSc in Social Science Research from the University of Warwick.
She founded the well-known financial psychology blog Money on the Mind, which uses accessible language to explain phenomena such as the diminished “pain of paying” behind contactless payments, tendencies toward overconsumption, and practical tips for daily money management.
She is also a co-host of the BeSci podcast Questioning Behaviour and teaches a dedicated course on behavioral investing on the 42courses platform, showing how to apply psychology to make informed investment decisions.

Preface

1. How Behavioral Science Emerged
2. Why Good Evidence Can Degrade
3. The Role of Behavioral Science Extends Far Beyond Nudging
4. Behavioral Science Will Encompass Everyone
5. Behavioral Science Will Be More Than Just Experiments
6. Behavioral Science Will Be Replicable
7. Behavioral Science Will Adhere to Ethical Standards
8. How to Become a Behavioral Scientist of the Future
9. How to Build a Career in the Field of Behavioral Science
10. Future Prospects for Behavioral Science

Afterword