Particularly interesting is the chapter that looks how Behavioural Insights links with the design sciences. Here it becomes clear how Behavioural Insights, with its strong orientation on redesigning immediate space, has fused with certain insights and methods from the design sciences.
According to Whitehead and colleagues, this corporate neuroliberalism indicates that the reach of neuroliberalism stretches beyond neuro-government in a strict sense, and points to a larger trend of blurring boundaries between the state, companies, and citizens.
On the one hand, Behavioural Insights has a liberal desire to guarantee freedom and autonomy of citizens. On the other hand, it has a performance-oriented desire to realize government ends which may require the restriction of certain liberties.
Whitehead and colleagues describe todays Behavioural Insights as neuroliberalism: the use of behavioural, psychological and neurological insights to deliberately shape and govern human conduct within free societies.
However, Behavioural Insights is also an affirmation of neoliberalism as it places confidence in the ability of the free-market-system to secure equity and freedom for citizens.
Behavioural Insights reacts to these challenges by approaching them from a more realistic perspective on human behaviour – the homo psychologicus.
They argue that Behavioural Insights emerged as a reaction against neoliberalism, whose homo economicus assumptions and the free-market-practices derived from those assumptions have led to new socio-economic problems such as financial debt, unhealthy lifestyles, and climate disrupt.
讀完：March 4, 2018 at 06:53PM｜來源：URL