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This is the first master class in the series on consumer behaviour related to health and sustainability, which aims to discuss recent developments in consumer behaviour research and theory that are relevant to domains of health and environmental behaviour. The set up incorporates different perspectives, including marketing, communication, and social, health and consumer psychology.
The master class consists of two half-day meetings. In the first meeting, theoretical backgrounds and developments are introduced. In the second meeting, methodological issues and critical reflection will be central. The master class focuses on priming. Subsequent masterclasses in this series are planned for 2021.
The master classes are intended for PhD candidates who wish to extend their knowledge and experience with consumer behaviour theories and research methods. Of course also postdocs and staff members are welcome.
We expect participants to have a basic knowledge about psychological research methods. Please contact the organizers in case of doubt about the required entry level.
In the first meeting, we will discuss what priming is and what the potential underlying process is. A brief history of priming research and different types of priming will be included. Relevant applications to the domain of healthy eating and sustainable behaviour will receive attention.
In the second meeting, we will discuss various tasks used in studies to prime participants, manipulation check measurements, as well as the debate on the replicability of priming effects. We will also touch upon the relation with other streams of literature.
For each master class, 0.5 credits can be granted. Successful completion requires preparation, attendance and active participation in both meetings of that module.