The regional scientist, like all researchers in social and economic sciences, finds himself faced with a complex world where he has to find order in the chaos. Regional scientists in this new scientific world can use behavioural approaches to understand regions, not only as rational economic places, but as social places with their history, culture and lifestyle. This paper studies the foundations of a behavioural approach in regional science, to advance our understanding of cultural regions, and the way they are organized and valued by the local people. Lived regions are mirrors of our societies, and before planning any action in space and time, regional scientists have to understand the way people live and work in their places. JEL Classification: R00, R10