LC (Leonie) Peiffer, MSc

Biography

Leonie Carolin Peiffer is a PhD candidate at the Department of Media and Communication at the Erasmus School of History, Culture, and Communication, Erasmus University Rotterdam. Under the supervision of Prof. Dr. Susanne Janssen, Dr. Yijing Wang, Dr. Freya De Keyzer, and Dr. Anne-Marie van Prooijen, she conducts research as part of the European Horizon project CUES (Consumers' Understanding of Eating Sustainably), initiated by the European Commission. Her research focuses specifically on consumer behavior and attitudes towards plant-based alternatives across Europe, aiming to design behavioral interventions that promote the adoption of more sustainable food alternatives.

Leonie holds a BSc in Media and Communication (Erasmus University Rotterdam), a BSc in Psychology (Leiden University) and a cum laude MSc in Economic and Consumer Psychology (Leiden University). She has gained professional experience at start-ups in psychology and marketing (neuromarketing), as well as at a market research agency focusing on communication aspects of FMCG.
Previously, she gained academic insights as a PhD student at the Institute for Environmental Studies, Vrije Universiteit Amsterdam, where she studied cognitive biases in the context of the energy transition in the Netherlands. Her work there aimed to design behavioral interventions to promote investment in energy efficiency retrofitting. After completing the first year of her position at the VU, Leonie joined CUES at Erasmus University Rotterdam.