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Cambridge Social Decision-Making Lab

Department of Psychology

Studying at Cambridge



The lab uses a wide variety of methods to explore human decision-making and social communication processes, from computational simulations and big data to national surveys, online experiments, and real-world field interventions.

For example, we have recently started to use Virtual Reality (VR) as a novel way to investigate human behaviour in a range of contexts from reducing psychological distance around climate change impacts to exploring antisocial decision-making scenarios.



Other interventions include the award-nominated Fake News Game, Bad News which lets players step into the shoes of a fake news producer. The browser game has been translated into 14 languages in collaboraton with the UK Foreign Office. Other partners include social media companies such as WhatsApp and The Behavioral Insights Team.

Badnews1 or


The lab also created an interactive quiz in collaboration with BBC's Tomorrow's World that looks at the large-scale aggregation of human values. The quiz allows you to compare your value priorities to those of your peers and includes a simulation of society's future based on your unique value profile.


 Global Value's Quiz