Behavioural science is the branch of science concerned with human behaviour.[1] While the term can technically be applied to the study of behaviour amongst all living organisms, it is nearly always used with reference to humans as the primary target of investigation (though animals may be studied in some instances, e.g. invasive techniques). The behavioural sciences sit in between the conventional natural sciences and social studies in terms of scientific rigor. It encompasses fields such as psychology, neuroscience, linguistics, and economics.[2]