Cognitive influencing factors of climate and environmental protection communication (KEKUK)
Brief description
The aim of the project is to develop the following:
- Analyze the relevance of cognitive factors, especially with regard to cognitive biases, in climate and environmental protection communication in terms of communication perception and impact on recipients.
- Development of recommendations for action for the design of effective climate and environmental protection communication by organizations.
Eye-tracking experiments will be used to gain relevant, methodologically sound and practicable insights into climate and environmental protection communication. The results of the research project should show how a better understanding of the need for climate and environmentally friendly behavior can be achieved among the public by reducing cognitive bias.
A better understanding of the meaning and types of cognitive bias can be developed and implemented. The project is being carried out using the example of energy services in cooperation with the project partner HanseWerk AG. The aim is that the findings and recommendations for action gained in this project can be transferred to other organizations.
