''In the field of persuasion and consumer empowerment, my research delves into the intricacies of persuasion mechanisms, resistance to persuasion, and the crucial role of transparency and disclosure in hidden persuasion practices. Applying these insights across various domains, from marketing to health and beyond, my ongoing work encompasses three distinct research lines'' says Edith Smit.

Consumer empowerment and privacy concerns
In her first research line, Edith explores consumer empowerment and privacy concerns. Her team conducted a two-wave experimental study, examining whether consumers can be trained to manage cookie settings effectively. They also worked on the Brand Based Commercial Communication (BBCC) project, investigating algorithmic advertising transparency on social media platforms.

Consumer empowerment and sustainability
The second research line delves into consumer empowerment and sustainability, focusing on the impact of the online environment on individuals' beliefs and behaviors concerning environmental issues. ''Little is known about what people post, what predicts online green behaviors, and how this relates to people’s green offline behaviors.'' This research line includes a PhD project and a mixed-method project combining self-reported measurement and donation of Facebook data. ''In addition, we recently received the USP midsize grant for interdisciplinary projects named Algea for circulair economy: enhancing yield by solar spectral shaping, combining insights from Faculty of Science, Economics & Business and Social and Behavioural Sciences.''

Consumer empowerment and technology use
Finally, Edith's third research line emphasizes consumer empowerment and technology use. Her team worked on promoting healthier living through tailored e-health coaching app messages, measuring the human-likeness of communication technologies, and conducting multiple wave surveys to understand people's sense of control during crises.

Sustainability in consumer-centric research
''Within my research, sustainability means ensuring a balance between economic growth, environmental care, and social well-being. Specifically, from the consumer perspective, it involves 'doing good' by acting in a pro-environmental manner and making choices with the environment in mind. However, this pursuit comes with several challenges and may require navigating through paradoxical choices and behaviors.''