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if there are actions people can take
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that directly address
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climate change then how do we convince
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people to actually take up these actions
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so the big problem i'm trying to tackle
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is to address the issue of how do we
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convince
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as many people as we can that there are
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certain behaviors or actions that they
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should take
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that are maybe not so desirable in the
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short term maybe they'll lose some money
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in the short term maybe they don't get
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the products that they really truly love
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but there is an alternative out there
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that they may like just as much but
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they may have a better sort of long-term
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future outcome
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that they should switch to more
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biodegradable products or they can
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choose a more green
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product
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[Music]
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when people think about an action in the
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future or maybe
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you know they have to commit to an
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effortful decision right now in order to
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see some sort of result in the future
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they don't want to because the future is
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far away
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and one of the things that we know from
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consumer behavior from social psychology
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is that the way humans perceive time is
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actually very subjective
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and can be very malleable and what we
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predict is that if the time seems closer
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then some of these actions that people
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need to take for example to stop
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using single-use plastics voting for
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certain policies that are better for the
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environment
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they are more willing to engage in these
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behaviors they feel that there is more
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urgency to actually take take action
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immediately
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so marketing is often seen as a tool of
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evil it's something seen as
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marketers are manipulating people into
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buying more than they need or buying
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things that they don't even need
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but at the same time marketing can be
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used as a force of good as well
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it could be a tool to persuade people to
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actually take action that's
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good for them good for the society good
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for the environment
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good for even animals in some ways
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marketing is all about
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understanding why people do what they do
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and then persuading them
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so persuasion alone isn't necessarily a
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bad thing if we can frame the same
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information in a way that's more
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palatable to people
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they may be more willing to take action
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there are actions that we do need to
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take immediately
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through actions we can take to help
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sustain this environment
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then we need to do something right now
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and if my research can even nudge a few
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people
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my research can nudge people to do even
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the smallest action but
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many people to take that action then i
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feel like i've done something