Kora Korzec

Research Student

Kora Korzec is affiliated with The Open Univesity's Department of Strategy and Marketing

You can email Kora.Korzec directly; but for media enquiries pleases contact a member of The Open University's Media Relations team.

Biography

Kora holds a Magister degree (MA) in Psychology from Jagiellonian University in Krakow, Poland. Her thesis explored the effects that minor blunders committed by public speakers have on their audiences. In the past decade she contributed to several research projects, including a survey of barriers to engaging the public and patients in STEM research, investigation of social capital among Polish scientific diaspora, and qualitative pilot study into attitudes towards sustainable consumption.

Outside her studies, Kora is a seasoned communications professional with wealth of experience in market research, social marketing and behaviour change campaigns, as well as fundraising and relationship management. Most recently, her work has been closely linked to academia, encouraging greater transparency and integrity in the way research is run and communicated. Prior to that, Kora headed engagement at Engineering Without Borders UK, an international development charity, and before that she designed social marketing campaigns for waste minimisation with local authorities in Cambridgeshire.

Outside work, Kora enjoys spending time with her two little boys, rock climbing and dancing. She’s also a Board member for Conservation Without Borders.

Current Research

Social marketing in combating climate change

How much thinking is sufficient for green demarketing to work?

The review of green demarketing literature led her to identify emergent categories of rejection, substitution, and sufficiency green demarketing. Using the Motivation-Opportunity-Ability model and drawing on the dual processing theory (Elaboration Likelihood Model), her study seeks to elucidate boundary conditions of sufficiency green demarketing appeal persuasiveness. With a series of experiments, Kora explores the effects of executive cues, appeal placement and prior experiences for appeal elaboration and how that in turn affects persuasiveness. This research elucidates effects of appeal value-framing against a background of mutually contradicting prior results and explores the semantic influence of appeal context. Finally, this project is the first to explore the moderating effect of demarketing appeal scepticism for its persuasiveness.

ORCID: 0000-0002-4632-5228

Twitter: @qornik