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New research grants and contracts June 2013 – University of Reading

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New research grants and contracts June 2013

The total amount of money awarded in research grants and contracts in June was £1,526,934. The grants awarded ranged from £6,500 to £519,430, and this money came from a number of national and international sources including the European Commission, UK Government, research councils, industry, other research institutions and charitable trusts.

Professor Richard Tiffin from Agriculture, Policy and Development received £519,430 from the Economic and Social Research Council for research entitled 'Cognitive biases and behavioural segmentation in food demand'.

It is increasingly recognised that diet-related chronic disease represents one of the most significant public health challenges of the twenty first century. Since consumers are not all the same, and come from different backgrounds with different dietary preferences and requirements, knowledge about the choices which different groups make about food are increasingly important when trying to understand how best to tackle this challenge.

This research will provide insights into the design of dietary interventions relevant for different groups of consumers. This will then facilitate the development of a suite of interventions which are appropriate for different consumer preferences and behavioural patterns, and will enable the identification of the most appropriate interventions for these different groups. The research will also use the insights gained to develop methods aimed at changing the behaviour of some of the key sub-groups based on their susceptibility to behavioural biases and associated food preference patterns.

It is hoped that this research will help in assessing the potential efficacy of dietary interventions based on insights from behavioural economics.

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