Ian Leslie

BF Skinner turned out to be the last of the pure behaviourists. From the late 1950s onwards, a new generation of scholars redirected the field of psychology back towards internal mental processes, like memory and emotion. But behaviourism never went away completely, and in recent years it has re-emerged in a new form, as an applied discipline deployed by businesses and governments to influence the choices you make every day: what you buy, who you talk to, what you do at work. Its practitioners are particularly interested in how the digital interface – the box in which we spend most of our time today – can shape human decisions. The name of this young discipline is “behaviour design”. Its founding father is B.J. Fogg.