Behavioural Science Advice

Hi, I’m Rex, the Head of Behavioural Science in Boutros Bear! We incorporate Behavioural Science into everything we do in the company, particularly into our digital critical illness platform and how we communicate with you. We bring together the latest insights using our frameworks and pioneer new ones by conducting interventions that are aimed to nudge you to form healthier habits.

Let me share with you some examples on how we use behavioural science to benefit you during the 12-week programme!


Forming Habits

On average, it takes 66 days to form a habit so taking the occasional day off won’t affect your habit-building process.1 Don’t be afraid to take a break every now and then!


Smiling & Happiness

Smiling (even when you don’t mean it), can make you happier! Triggering certain facial muscles by smiling can trick your brain into thinking you’re happy.2



Laughing decreases stress hormones and increases blood flow, which reduces the risk of heart attack and other cardiovascular problems.3


“Will I?”  Is Different to “I Will!”

Asking yourself a goal-related question is more motivational than stating it as the truth!4  As an example, if you need motivation, ask yourself “Will I do it?” rather than saying “I will do it.”


Don’t Be Too Strict on Yourself

Try not to be too strict with your diet and exercise choices. When we’re too strict on ourselves, we tend to want to break our own rules!5


Break Down Complex Goals

Break down those hard-to-reach goals into small, simple actions. This reduces the perceived effort of completing a task.6 Write down the small steps needed to achieve your goals, reaching it won’t feel as daunting anymore.

Rex Fan

Works at Boutros Bear
Rex has extensive experience designing Behavioural Interventions through Randomised Control Trials, and deriving deep behavioural insights to be integrated into digital products and services.


  1. Lally, P., Van Jaarsveld, C. H., Potts, H. W., & Wardle, J. (2010). How are habits formed: Modelling habit formation in the real world. European journal of social psychology, 40(6), 998-1009.
  2. Marmolejo-Ramos, F., Murata, A., Sasaki, K., Yamada, Y., Ikeda, A., Hinojosa, J. A., … & Ospina, R. (2020). Your face and moves seem happier when I smile. Experimental psychology.
  3. Miller, M., Mangano, C., Park, Y., Goel, R., Plotnick, G. D., & Vogel, R. A. (2006). Impact of cinematic viewing on endothelial function. Heart, 92(2), 261-262.
  4. Senay, I., Albarracín, D., & Noguchi, K. (2010). Motivating goal-directed behavior through introspective self-talk: The role of the interrogative form of simple future tense. Psychological Science, 21(4), 499-504.
  5. Steindl, C., Jonas, E., Sittenthaler, S., Traut-Mattausch, E., & Greenberg, J. (2015). Understanding psychological reactance. Zeitschrift für Psychologie.
  6. Locke, E. A. (1968). Toward a theory of task motivation and incentives. Organizational behavior and human performance, 3(2), 157-189.