Today’s most effective campaigns do more than capture attention; they create lasting impact. This is the power of behavior change marketing (BCM), a strategic (and scientific) approach that goes ...

In behavioral research, it is largely assumed that people adapt their personal behavior to match the behavior of a reference group. A distinction is made between descriptive norms—the assumption that ...

Illegal wildlife trade is a complex issue involving multiple actors, such as poachers, processors, distributors, consumers, policymakers, and law enforcement. Furthermore, defensive and retaliatory ...

Large language model-based chatbots can't effectively recognize users' motivation when they are hesitant about making healthy behavior changes, but they can support those who are committed to take ...