Pelle Guldborg Hansen

In this discussion, Pelle Guldborg Hansen, a Professor of behavioral science at the University of Roskilde, dives into innovative strategies to persuade more people to cycle. He suggests shifting from rational arguments to appeals that resonate with our desires and vanity. The conversation explores how psychological factors influence cycling choices, the importance of safety measures in urban settings, and the effectiveness of marketing to change perceptions. Insights from experts in Denmark highlight how a fresh approach can transform cycling into a trendy and enjoyable choice.