Consumers make many decisions every day. These are not always optimal, not optimal for themselves and/or not optimal for society. Just think of the purchase and consumption of unhealthy and unsustainable products or services. This project is about such decisions. How do consumers arrive at their decision to purchase a particular product? Is this different for different groups of consumers and/or dependent on the situation? And how can we encourage consumers to make “better” decisions, both for their own benefit and for the benefit of society? We examine the impact of various marketing tactics, such as adjustments in type and form of communication, product presentation, product packaging, labels on product packaging, in-store environment and channel use, price, etc.