Exposure to advertising is pervasive. How can consumers be weaponized to not be lured into more “green” consumption but be encouraged to not buy new items? The goal of this project is to understand how a certain type of “pre-warning” can help to immunize consumers against the effects of green advertising. Your thesis research will complement an ongoing experimental study on the effects of such forewarnings (“inoculation messages”) on sustainable fashion consumption behavior. You will conduct and analyze focus groups with consumers to better understand in how far a general vs. specific message is perceived differently by consumers, and what this might mean for the design of effective counter-advertising messages.
- Starting date: P4/P5 academic year 22/23
- Language: English
If you are interested, please get in touch with Daniel Fischer.