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The role of daydreaming in encouraging responsible consumption

28 March 2018

Some scholars argue that many people buy consumer goods and services not because they satisfy a need but because of the enjoyment we get from imagining owning or experiencing them in the future. Our project seeks to investigate if pleasurable daydreaming can be harnessed to encourage responsible consumption.


Ethical approval

This study has been approved by the Nottingham University Business School ethics committee on 23rd February 2017.

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Academic study

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