If you’ve not heard of this, it is a discipline that plays on the rationality (or irrationality depending on your POV) of economic decisions.
Wikipedia (that source of all knowledge) defines it as:
It’s a fascinating subject matter and an immensely complex one. From a marketer’s perspective we need to be aware of the biases and behaviours people have and develop what it termed ‘choice architecture’ – i.e. orchestrating and organising your offerings in such a way as to guide people to the decision you’d like them to make.
There are many branches to BE, and below is an illustration/introduction to it.
Another excellent piece on it is this talk from Rory Sutherland