Project: Promoting healthy, sustainable, and ethical consumption via persuasive messages

2019-04-15 – 2026-12-31

Abstract

To encourage the individual consumer to adopt a healthy and sustainable lifestyle, policy makers often rely on large-scale media campaigns. The aim of this research project is to identify the essential ingredients of the persuasive message that produces effective behavioral change. Modern insights from learning psychology and emotion theory serve as the basis for this empirical analysis.