We develop tools for people to become masters of their own behavior change.


Do you need to make a decision that you have been putting off?
Are you struggling with a moral decision?

Do you want to help contribute to cutting edge behavioral research yourselfand be a part of the study?

There is an app for that. Check out all the ways you can keep us in your


As an academic institution, we are committed to sharing our knowledge about human thought, behavior, and decision-making with the world at large. Our teaching efforts are widespread, but we have created a few introductory online courses available to the world at large.


Do you know all the behavioral biases and heuristics? Do you know the studies that they were founded on? Test yourself with the below flashcards that include over 50 behavioral heuristics.

Flashcard set 1: Download this set first. Learn, memorize and start applying to your business or your personal life!

Flashcard set 2: Download this set to test yourself and continue to improve your mastery.

The Irrational Game

A thought provoking, fun, and engaging game, where players second-guess human nature by predicting decisions people will make in unique situations.


Chatbots for Diabetes Self-Management: Diabetes coaching at scale

Diabetes affects 29 million people in the United states each year and costs $245 billion to treat. Successful diabetes management requires that patients create new habits around medication adherence and glucose monitoring, dramatically change their diets, and exercise more. Because these changes are so difficult for people to make, fewer than 50% of patients adhere to treatment therapies,1 contributing to the nearly 75,000 diabetes deaths per year.

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Common Cents Annual Report 2018

Now that Common Cents Lab has concluded its third year, we are officially past the startup (or lift-off) phase and are, so to speak, ready to add fuel.

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Empowerment in Low-Income Contexts Literature Review

Control in one’s life in order to achieve valued outcomes or meet one’s goals (e.g., success, wellbeing): The key indicators of empowerment (a) believe that change is possible (response efficacy), (b) believe that one can make or contribute to change (self-efficacy), and (c) can identify and seize opportunities to change and overcome obstacles to change (self-regulation).

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Games and Gamification Literature Review

Interventions in health and personal finance increasingly make use of games and gamifications. By now there is a substantial literature on the impact of games and gamification.

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Habit Change Literature Review

According to David Neal, Wendy Wood, AND Jeffrey Quinn (2006), habits are “response dispositions that are activated automatically
by the context cues that co-occurred with responses during past performance”. Habits are based on links between cues and responses.
For instance, I walk into the bathroom, and I take my toothbrush; I see a red light, and I stop; etcetera. If cues and responses co-occur
regularly, we form a habit. This is how we can program our system 1--the automatic, intuitive processes in our brain--to do tasks that would be too effortful for our system 2--the conscious, reflective processes in our brain--to keep doing.

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VITA Guide: Behavioral Solutions for VITA Tax Providers

Interested in applying behavioral science to help filers improve their financial well-being?

Tax-time is a particularly important opportunity for many people to improve their financial well-being. Tax refunds and credits can provide a little extra breathing room in household budgets, especially for those living paycheck to paycheck.

Download our guide of ready-to-implement solutions.

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Workplace Interventions Literature Review

Workplace behavior change interventions, or workplace nudges, are strategies used to encourage people to act in their own self-interest. These interventions can be made possible with the help of digital technology, such as mobile applications or email, as well as choice architecture design in the physical environments of the workplace, such as posters, objects or furniture arrangement. To this end, we are going to focus on walking, napping, and eating.

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Common Cents Annual Report 2017

Common Cents, supported by funds from MetLife Foundation, is a financial research lab at Duke University that creates and tests interventions to help low-to-moderate income households increase their financial well-being.

Common Cents leverages research gleaned from behavioral economics to create interventions that lead to positive financial behaviors.

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Increasing Vaccination: A Behavioral Science Approach

Vaccine-preventable diseases are still some of the leading causes of death across the world.1,2 Safe and effective vaccines are widely available, but vaccination rates are lower than they should be.

Although only a small percentage of the population is fundamentally opposed to vaccination, lay beliefs about vaccines do contribute to vaccine hesitancy – even if these beliefs are not particularly strong.

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Talks and Appearances

Little Challenges: Aline Holzwarth

Singing pill boxes, gamification, 'pleasant events' and thoughts on the future of digital health with behavioural scientist, Aline Holzwarth.

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Rationally Healthy: Overcoming Ourselves To Feel Our Best

Guest: Julie O’Brien (JO), Principal and Behavioral Scientist at the Center for Advanced Hindsight at Duke University

Host: Greg Stielstra (GS), Senior Director of Behavioral Science at Lirio

Summary: Julie O’Brien shares her findings with Lirio. Listen for a brief description of social proof and learn how behavioral science can be applied in real life to help people make healthier decisions—from vaccinations to dieting and beyond.

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3 Psychological Tricks to Help You Save Money

We all want to save more money. Here's how to painlessly make the commitment and spend less.

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Financial Security

Maura discusses how behavioral science can assist and motivate people to save more and improve their overall financial health and well-being.

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The biggest fear many retirees have is running out of money. I’m joined by Aline Holzworth, a Behavioral Scientist at Duke University, who recently co-authored a Wall Street Journal article on her research to help determine the amount of money you may need in retirement. It’s a surprisingly high percentage of the annual income earned during your working years, and a much larger number than is often used as a rule-of-thumb by many planners. I also explain why it’s necessary to go beyond the numbers to live your best life in retirement.

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WEEKLY SPECIAL: Behavioral Science with Aline Michelle Holzwarth

We all carry around our devices everywhere, even grandparents, thus we also carry with us the perfect opportunities for health management. With mobile devices in the right place, behavioral science can help make sure interventions are reaching us at the right times.

Our guest on Radio Sputnik’s Weekly Special is Aline Michelle Holzwarth, MBA, Fuqua Class of 2015, Principal, Center for Advanced Hindsight. Aline is an applied behavioral scientist, primarily focusing on digital health research and scientifically informed product design. She is head of behavioral science at Pattern Health, an evidence-based connected care platform that leverages behavioral science to help patients stick to their care plans.

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Worksheets and Cheat Sheets