Code
01N12719
Duration
15 April 2019 → 31 December 2025
Funding
Regional and community funding: Special Research Fund
Promotor
Research disciplines
-
Social sciences
- Consumer psychology
- Motivation and emotion
- Consumer behaviour
Keywords
Consumer behavior
Appraisal theory
Self-agency
Coping potential
Emotions
Action tendencies
Persuasion
Nudging
Project description
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.