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The Reid Technique, as it came to be known, relies on insights from behavioral science to help police officers determine if a suspect is likely guilty, or if a witness is telling the truth.

The behavioral science of commuting holds powerful lessons for policymakers, civic leaders, and environmentalists hoping to convince drivers to instead use modes like public transit and biking that can ease gridlock, improve air quality, and mitigate climate change.

Brussels’ success reveals both a strength and a limitation of using behavioral science to guide transportation policymaking.

“I had gotten my bachelor’s degree in behavioral science while in prison,” he says, “and I wanted to use that to keep other people from going down the path I did. When I got out, I found that a lot of people glorified me for all the wrong reasons. And I needed to change that perception and do it right in front of them.”

Fashion psychologists like Mair study the behavioral science of fashion and all that goes into it: how we dress ourselves, how individuals use clothing to communicate and how things like cultural attitudes and social norms impact fashion.