Project

perceptual bias in sustainable consumption

Duration
01 January 2014 → 31 October 2018
Funding
Regional and community funding: Special Research Fund
Research disciplines
  • Social sciences
    • Applied psychology
    • Marketing
Keywords
consumer psychology sustainable consumption perceptual bias
 
Project description

Consumers fall prey to perceptual bias, leading to a discrepancy between perceived and actual sustainability of consumption choices. This project defines and tests (moderators of) the polarization effect, the polarity effects, and the negative footprint illusion.