Dr. Patricia Bulsing studied cognitive psychology at Leiden University, specializing in Neuropsychology. After completing her doctoral research in the field of perception and emotions, she worked for several years as a consumer psychologist in the corporate sector. For approximately 8 years now, Patricia has been working at the Nutrition and Dietetics program at The Hague University of Applied Sciences, where she is also a researcher affiliated with the Purposeful Marketing chair. Leveraging her expertise in perception, emotions, and consumer behavior, she conducts research on the psychological challenges of the protein transition. Her specific focus is on understanding and overcoming resistance to reducing meat consumption. She strives to develop practical methods to overcome this resistance.

“It’s my life, so it’s also my meatball!!” – What to do with feelings of resistance to reducing meat consumption?