Ms Heidi Zamzow

Ms Heidi Zamzow

PhD student

Department of Psychological and Behavioural Science

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Key Expertise
Science communication, Consumer psychology, Behavioural public policy

About me

PhD Supervisor: Dr Dario Krpan

As a former oceanographer, Heidi is deeply concerned about climate change and the breakdown of critical ecosystem functions. Her research focuses on applying behavioural insights to policy design and strategic communications, using behavioural interventions to support and strengthen regulatory and market mechanisms which facilitate more sustainable dietary norms.

Her current project applies framing theory to explore the influence of value-based dynamic norms on attitudes and beliefs about changing to a more plant-based diet. In exploring interactions between message frames and particular demographics, she hopes to identify which frames could be scaled up into broader narratives versus those which target specific groups based on their worldviews and value structures.

Heidi holds an MSc in Psychology of Economic Life from the LSE, an MS in Marine Science (Chemical Oceanography) from Moss Landing Marine Laboratories, and a BA in Dramatic Arts from the University of Washington. She worked in environmental advocacy and science communications before coming to the LSE.


Expertise Details

Social/Dynamic Norms; Science Communication/Storytelling; Consumer Psychology; Ethical Consumption; Climate Change; Food Systems; Veganism; Behavioural Public Policy

My research