Storying- Energy efficiency

This event has now passed.

Date: 21 May 2018
Venue: Room 2X242, Bristol Business School building, Frenchay Campus
Time: View below

We welcome our speaker Ross Gordon - Associate Professor, Social Science, Macquarie University, Sydney to present 'Storying- Energy efficiency: Using narratives and cognitive neuroscience to influence social change'.


In this presentation Ross will discuss the potential of telling stories, and discuss the utility of cognitive neuroscience, for positively influencing social good. Ross's presentation will examine how qualitative research on low-income older consumers' everyday energy use practices provided a series of narratives that were re-told in social marketing narrative videos about energy efficiency.

The production of the videos drew upon narrative transportation theory to develop stories featuring identifiable characters, an imaginable plot, verisimilitude and situated knowledge. Ross will discuss some of the important elements of creating stories to help influence people's behaviours.

Ross will then talk about the use of cognitive neuroscience (EEG) research to pilot test the narrative videos and what insights this offered. The talk will conclude with some practical tips on developing narratives, and how we can use cognitive neuroscience, for social marketing and social change.

About Ross

Ross is Associate Professor of Social Science at Macquarie University, Sydney and President of the Australian Association of Social Marketing (AASM).

Ross' widely published work focuses on social issues and social change with specific interests in social marketing, consumer cultures, and critical marketing. Social change topics include energy efficiency, environmental sustainability, alcohol and alcohol marketing, gambling, tobacco control, mental health, and workplace bullying. Ross uses interdisciplinary and mixed-method and multi-method approaches to his work

Ross has been an expert advisor to the Australian Government, the UK and Scottish Governments, the European Commission, WHO, NSW Health, Cancer Institute, and a range of other stakeholders on various topics relating to social change. He has held posts at the Open University, University of Sterling, Coventry University, LSE (London) and University of Wollongong.

Event schedule

  • Optional lunch - 12:30
  • Talk - 13:00

How to attend

In order to attend and book your (optional) lunch please register via our online store.

Cost: Free
Contact: Tess Wright

Back to top