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| Format: | Artículo científico |
| Language: | es |
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Universidad Miguel Hernández de Elche
2020
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| Online Access: | https://www.redalyc.org/articulo.oa?id=83982643005 |
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Table of Contents:
- ANTI-ALCOHOL CAMPAIGNS EFFECTS DEPENDING ON TARGET DRINKING LEVELS AND SOURCE PERCEPTION Milena Stanojlovic Ana Cancela Miguel A M. Cárdaba Ubaldo Cuesta Salud Anti media effects message source alcohol campaigns alcohol prevention Alcohol consumption represents a major problem for public health. As a consequence, there is a growing interest in understanding which communication strategies have the ability to increase the persuasive power of antialcohol campaigns. Many designers of health campaigns use both actors and real people interchangeably to deliver their messages. Nevertheless, little is known regarding which of these two types of message sources are more persuasive. Aim & Methodology. In this study, we used an experimental design to explore the effect of recipients’ perceptions of the message source (presented as either real people or actors) on their drinking intentions. Results. We observed a significant difference in the drinking intentions as an effect of our manipulation, depending on previous recipients’ drinking levels. Heavy consumers were more readily persuaded by the real source message. In contrast, light consumers showed less drinking intentions after receiving the message from the fictional source than from the real one. Conclusions. This indicates that in the context of anti-alcohol campaigns, the same strategy could have both positive and negative effects simultaneously on different target groups. Theoretical and practical implications of our findings are discussed. 2020 artículo científico 1578-5319 https://www.redalyc.org/articulo.oa?id=83982643005 es http://www.redalyc.org/revista.oa?id=839 Salud y drogas application/pdf Universidad Miguel Hernández de Elche Salud y drogas (España) Num.1 Vol.20