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\section{Strategic communication Wageningen}  \subsection{Motivation}  As outlined in the previous sections,  I support the hypothesis that, in order to achieve sustainable development, technical innovations need to be accompanied by behavioural change. This dualism is dealt with by theme Theme  2 of the COM research group. group: \textit{Strategic communication and behaviour change}.  Sustainable lifestyles, however, are a difficult subject. Amongst others, it involves people with a very low awareness for sustainability issues, people with intention­behaviour intention-­behaviour  gaps (e.g. failing to meet one’s own sustainability aspirations), or people who perceive sustainability primarily as a burden, thus not willing to commit deliberate efforts. Additionally, sustainability as a termand  has been misused in the past  by firms in their communication for solely commercial purposes in the past. In this context, I would like to better understand the characteristics of effective communication strategies that can inspire 1 people for sustainable lifestyles, e.g. sufficiency. What type of feedbacks work best and provide positive stimuli while avoiding defensive reactions? For instance, what is the potential of smartphone technology and gamification to help people performing sustainable actions whilst receiving enjoyable reinforcements? purposes.  \subsection{Research group summary}  \subsection{Choice of research subject & group} In this context, I would like to better understand the characteristics of effective communication strategies that can inspire 1 people for sustainable lifestyles, e.g. sufficiency:  \begin{enumerate}  \item What type of feedbacks work best and provide positive stimuli while avoiding defensive reactions?   \item For instance, what is the potential of smartphone technology and gamification to help people performing sustainable actions whilst receiving enjoyable reinforcements?   \end{enumerate}