Questioning Behaviour

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May 25, 2020  

Ep 6. Behavioural Science is WEIRD (ft. Elina Halonen)

May 25, 2020

Sarah Bowen and Merle van den Akker interview Elina Halonen on how behavioural science research is conducted and its emphasis on the WEIRD countries.

Elina Halonen is a freelance behavioural consultant,  with 15+ years of experience from the market research industry. She is also co-founder of Irrational Agency - one of the first agencies to specialise in behavioural science in the market research industry. She also consults on doing research targeting multiple and different cultures.


Finding Elina:



Square Peg Insight:


Reading list:

Henrich, J., Heine, S. & Norenzayan, A. Most people are not WEIRD. Nature 466, 29 (2010). ->

Weber, E., & Hsee, C. (2000). Culture and individual judgment and decision making. Applied Psychology49(1), 32-61. ->

Riemer, H., Shavitt, S., Koo, M., & Markus, H. R. (2014). Preferences don’t have to be personal: Expanding attitude theorizing with a cross-cultural perspective. Psychological review121(4), 619. ->

Links mentioned:

Some speeches by Prof Hazel Rose Markus:

French smurfs:


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Music: Derek Clegg “You’re the Dummy”