Simply put, behavior change is when a person changes their actions, either temporarily or permanently, relative to their past actions. While this can happen in a positive or negative direction, behavior change as a field typically refers to organized and focused efforts that might help people change their behavior in a “good” way.

How you actually define good is a very sticky ethical topic that can lead one down a deluge of philosophical questions: is it good to change someone else’s behavior? What if they asked you to? What is free will? Who even am I?