My most recent publication is in the Journal of Current Issues & Research in Advertising. It’s my first pub with a grad student (yay!) and we co-wrote it with another sharp assistant professor at UGA. Like a lot of interesting research, we thought it was about one thing, but after looking at the data from the first 2 studies, it was actually about something else. We ended up finding the optimal levels of information (low) and fear (high) to put in advertising for green/sustainable products specifically for people who don’t care about the environment. We used Social Judgement Theory to help explain our results (cool little video on it here) and it has implications, not only for green advertising, but for any realm where consumers can be nudged along a path to caring more about the planet, each other, and themselves.