Indeed, knowledge and attitudes are regarded as a key driver of human behaviours in several behavioural theories.
But the really exciting revelations are about our human behaviours.
His work in social biomimicry involves observing and analysing animal behaviour in order to help change human behaviours.
Technological advancements are often perceived as threatening and creepy, particularly when they are applied to human behaviours.
Teenagers are associated with the worst of human behaviours – sloth, rudeness and excessiverisk-taking.
Like all human behaviours, it can be - and clearly it is for some people.
"One of the things we have to do is give people a reality check on what are normal human behaviours and values, and what is social pressure.
I mentioned having read Tessa Kendal's recent book review covering the subject of supposedly uniquely human behaviours being evident in animals.
Yet she is drawn to talk about abstraction, and to make bold assertions about human behaviours which she has admitted, three pages previously, she has no understanding of.
Second, behavioural data still commands a large premium, especially when it is linked to novel human behaviours and a brand that has morphed into a verb, such as tweeting, instagraming, facebooking or googling.
If the observed human behaviours that dictate how an algorithm transforms input into output are flawed, we risk setting in motion a vicious circle when we hand over responsibility to The Machine.
