My theoretical ground is "economic psychology" why my focus is on consumers, but with implications for the media industry, business management in general (especially marketing), or for the society.
I have studied many behavioral areas based on economic psychology, such as media and news consumption (at present), reactions to 'green' media, household financial and tax behaviors, cognitive aspects of decision making, risk taking, ethical behaviors, brand reactions, gender equality issues, green aspects of housing, reactions to pricing, pervasive gaming etc.
