"Behavioural science uncovers universal patterns that shape how we think, behave and make decisions, while culture refines their expression.

Consider the Peak-End Rule, which shows that endings disproportionately shape memories.

In the US, a high-energy farewell celebration might create a lasting positive impression, while in Japan, a thoughtful, personal goodbye resonates more deeply due to cultural norms of harmony, respect and interpersonal connection.

When behavioural science meets cultural understanding, designs and strategies become both effective and deeply connected with local audiences."