# Behavioral Science & Choice Design

## Core idea

Diagnose friction, prompts, uncertainty, framing, defaults, and social cues that affect action.

## Figures

- `robert-cialdini`
- `bj-fogg`
- `richard-thaler`
- `rory-sutherland`

## Use when

- The decision matches the mechanism this school is designed to explain.
- The school can materially change diagnosis, choice, or measurement.

## Applied theories

- `influence-principles`
- `fogg-behavior-model`
- `nudge`
- `behavioral-framing`

## Boundaries

- Treat this school as one lens, not a universal operating doctrine.
- Compare with counterweights when growth horizon, category maturity, economics, or evidence point elsewhere.