At first glance, quantum mechanics and behavioural science seem worlds apart -- one rooted in equations and particles, the other in thoughts and choices. Yet, emerging research reveals a profound and unexpected bridge between them. This chapter explores that bridge through quantum models of cognition and decision-making, showing how principles from quantum mechanics can help understand, and even predict, the complexities of human perception, behaviour and societal dynamics. We introduce a computationally accessible framework grounded in quantum theory, designed to model ambiguity, bias and choice in a way that classical logic cannot. Drawing on interdisciplinary sources, we demonstrate how this approach not only enriches our understanding of individual cognition but also extends to AI, video game design, financial behaviour and collective decision-making in society. Through vivid case studies -- from optical illusions in video games to decision biases in economic, defence and political contexts -- we show how quantum models offer new explanatory and predictive power. Thus, this chapter invites readers from all professional backgrounds to reimagine cognition and decision-making, opening new avenues for science, technology and human understanding.
Ivan S. Maksymov (Mon,) studied this question.