dr. Hayley Pearce

Research and teaching assistant at the research group Center for Journalism Studies of the department of Communication Sciences of Ghent University.

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Framing strategies
Climate communication
Mixed methods


Hayley is a doctoral assistant at Ghent University, Department of Communication Sciences. She obtained her PhD in 2022 in which she conducted research on developing effective climate messages to encourage environmentally friendly behaviour in children. Today, her research interests are still predominantly focused on the topic of sustainability whereby she investigates the effectiveness of different framing strategies applied in climate communication, people's acceptance of new sustainable products/alternatives and the concept of conspicuous conservation. She studies these topics using both qualitative and quantitative methods.