Introduction
As behavioural science has evolved, new questions have arisen about how behavioural traits and cognitive biases vary between individuals, even within narrow samples of society. In this, our 11th article on the new frontiers of behavioural science, we explore how individual contextual factors can influence a person’s behaviour and in turn provide new opportunities to nudge in a more nuanced and tailored way. Whilst blanket or one-size-fits-all nudges can often be the best choice in a given context, personalising and targeting interventions to appeal to individual traits can also be beneficial when it is possible and practical to do...