Associate Professor Cassie Hayward

Associate Professor Cassie Hayward

Convenor of the Master of Applied Psychology, Melbourne School of Psychological Sciences, Faculty of Medicine, Dentistry and Health Sciences, University of Melbourne

See research profile

Health & Medicine

How fear-appeal advertising works

The research shows that using fear in advertising can be effective in changing behaviour, but it needs to be done well

Health & Medicine

Tackling misconceptions about ovarian cancer

New research involving the University of Melbourne shows that many Australian women mistakenly believe that ovarian cancer can be prevented through vaccination.

Health & Medicine

Will the “hard-hitting” COVID-19 ads have the desired impact?

The COVID-19 advertisements are helping to individualise the impact of the pandemic, but are they are hard-hitting enough to change behaviour?