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Parasocial Relationships and Heuristics in Sustainability Communication

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  • Szecsei, Blanka

Abstract

The aim of this study is to examine the potential applications of parasocial relationships and heuristics in promoting sustainability. Parasocial relationships refer to one-sided emotional bonds formed with media figures or fictional characters. Through these relationships, consumers perceive issues that their favorites consider important as more relevant and closer to themselves. Heuristics, which play a key role in behavioral economics, simplify and speed up decision-making. By connecting these two phenomena, sustainability messages can be communicated more effectively, and the encouragement of sustainable behavior can become more successful. In this study, the author reviews practices that have aimed at social change. Based on the literature review and its analysis, recommendations are formulated that may contribute to more effective communication of sustainability messages in the future through the appropriate design of communication and campaigns.

Suggested Citation

  • Szecsei, Blanka, 2025. "Parasocial Relationships and Heuristics in Sustainability Communication," EconStor Conference Papers 343415, ZBW - Leibniz Information Centre for Economics.
    • Handle: RePEc:zbw:esconf:343415
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    References listed on IDEAS

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