Earth Hour app marketing research
Earth Hour, construal level theory, incentives, intentions towards environmental activities
Marketing research behind the launch of the Earth Hour App for 2015 was done through this independent study. The project examines people’s heuristics and behaviours towards pledging to chosen environmental activities in preparation of the hour. The study’s foundation is supported by the social distance dimension of the Construal Level theory.
Presented on January 26, 2015 at I, Research: Student Research Week held at MacEwan University in Edmonton, Alberta.
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