Centre for Consumers and Sustainable Consumption seminar series In this seminar, Dr. Rajat Roy presents a selection of his diverse research contributions from his published work. His work explores a wide range of cognitive, emotional, and social antecedents that drive behavioural change in domains of critical importance to marketers. These include human–chatbot interaction, the psychological impact of scarcity, sustainable pricing models such as Pay-What-You-Want, and the role of emotions in decision-making. Underpinned by a variety of theoretical frameworks, these studies open up promising avenues for future collaborative research.