I recently had the privilege of attending BJ Fogg's Behavior Design Boot Camp. For those unfamiliar with Fogg's work, he started out doing research on Persuasive Technology back in the 90s, which has become the basis for most modern uses of technology to influence people (for example, use of Facebook user data to influence the 2016 US Presidential Election). The focus of the boot camp was around "behavior design," which was suggested to me by a friend who's a leading expert in modern, progress security awareness program management.
Thinking about how best to apply this new-found knowledge, I've been mulling opportunities for application of Fogg models and methods. Suddenly, it occurred to me, "Hey, you know what we really need is a new sub-field that combines all aspects of security behavior design, such as security awareness, anti-phishing, social engineering, and even UEBA." I concluded that maybe this sub-field would be called something like "behavioral security" and started doing searches on the topic.