Dr Mike Brock is an Associate Professor of Economics at the University of East Anglia. He lectures both undergraduates and post graduates in Environmental Economics and his specialist area of research is in the field of Behavioural Economics.       

In this episode of the Suffolk Walking Festival Podcast we visit Brandon Country Park to meet Dr Mike Brock and learn about his research. Our discussion includes talking about the physical and psychological barriers that exist when visiting the countryside, how behaviours can be 'nudged', and how 'gamification' can influence behaviours in teenagers. Mike explains 'opportunity costs' and how they affect visits to the countryside, and explains the principles of 'soft fascination' and 'hard fascination' and the terms 'green space' and 'blue space' and how each of these affect how we restore our attention levels. We also discuss 'Human Mismatch Theory' and 'Intention Behaviour Gap Theory' and how these help us understand modern life. Mike ends by describing the 'Easterlin Paradox' to explain how we are all striving for happiness.

Brandon Country Park sits within the vast Thetford Forest near the border with Norfolk. The park retains much evidence of its history as a country estate with a fascinating arboretum of rare and unusual trees, a magical Walled Garden, open lawns and a small lake, a mysterious mausoleum, and miles and miles of walking and cycling trails. The park is open at all times. Visit the Brandon Country Park website for full details of visiting, the tearoom opening times and current car park charges. 

The Suffolk Walking Festival is one of the country's largest and longest running walking events. The festival takes place every May with over 100 walks and countryside events across the county.

Thank you to David Stainer and Scott Dolling of the Suffolk duo Silbury Hill for the use of their music in these podcasts.