As part of WP4’s research in improving passenger experience, the team wanted to explore behavioural science/economics as it studies how and why people make certain decisions. Through understanding the inner workings of the human mind, “nudges” can be designed to influence behaviour and perception, to enhance passengers’ flight experiences.

With this interest in mind, NUS ran a one-day behavioural science workshop with 22 participants from Singapore Airlines (SIA) Business Units to uncover opportunities that can influence SIA’s customer behaviour, perception, and satisfaction. Through interactive activities, case studies, and expert sharing from NUS Behavioural Economics Professor Wang Ao, participants learned more about the various behavioural science principles on cognitive biases and decision-making processes.