Course: Master of Science in Psychology for Environmental Sustainability
Where: Católica Lisbon School of Business & Economics
Studying cognitive and behavioural aspects of consumer behaviour.
Before the course, I was already immersed in the world of consumer research - tracking emerging thinking, exploring behavioural frameworks, and and applying what I could in my work as a strategist. However much of what I relied on in strategy - only scratches the surface of how people actually behave. I wanted to go deeper, beyond observation and into understanding.
Why?
So I have decided to pursue a Master of Science in Psychology. I was particularly interested in how people construct meaning, form mental shortcuts, and act in ways that often diverge from how they see themselves.
I have chosen this course, as it leans into environmental behaviours, the greatest examples of the Intention - Action gap.
The course included following modules:
Behavioural Change
Cognitive-affective Processes
Data Analysis and Research Methods
Strategic Communication, Risk and Crisis Communication
Environmental Sustainability
Psychology and Policy
The above modules have been incredibly useful, in understanding consumer behaviour within complex socio-political contexts.
What I’ve been doing..
Across categories like health, beauty, tech, food, finance, the same patterns emerge: people act in often unpredictable ways, driven by context, habits, emotions, and cognitive biases.
I believe that it can be incredibly useful, not just reinforce existing narratives, but uncover the gaps between them.
How is it relevant to strategy?
Examples of MSc projects
Writing a white paper on the latest developments in Behavioural Science related to EV adoption and Energy use in Europe.
In collaboration with Laicos Behavioural Science agency
