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My current research primarily focuses on interventions designed to influence individual consumer attitudes, decisions, and behavior, offering valuable insights into their tendencies to adopt or avoid specific behaviors.

However, my future objective is to expand this focus by investigating how interventions may impact collective behavior and their potential to catalyze convention changes. I also aspire to explore how alterations in individual consumer behavior influence others within the same social group or different groups, acknowledging that various factors can moderate outcomes and lead to contradictory effects.

Moreover, I aim to delve into constraints such as social norms and conventions that might hinder consumers from acting on their intentions. I believe that addressing this gap is crucial for comprehending the profound societal shifts that can result from interventions and for facilitating meaningful changes in conventions.

My Research Focus

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