Anti-alcohol campaigns effects depending on target drinking levels and source perception

  1. Stanojlovic, Milena 1
  2. Cancela, Ana 2
  3. Cárdaba, Miguel A. M. 2
  4. Cuesta, Ubaldo 2
  1. 1 Centro Universitario Villanueva. España Universidad Complutense de Madrid. España
  2. 2 Centro Universitario Villanueva. España
Revista:
Health and addictions: salud y drogas

ISSN: 1578-5319

Año de publicación: 2020

Volumen: 20

Número: 1

Páginas: 43-51

Tipo: Artículo

DOI: 10.21134/HAAJ.V20I1.464 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Health and addictions: salud y drogas

Resumen

El consumo de alcohol representa un gran problema de salud pública. Existe, por tanto, un creciente interés en comprender qué estrategias comunicativas podrían incrementar la eficacia de las campañas anti-alcohol. Muchas campañas de salud utilizan tanto actores como personas reales indistintamente a la hora de transmitir sus mensajes. Sin embargo, poco se sabe sobre cuál de estos dos tipos de emisores es más persuasivo. Objetivo y Metodología. En este estudio se explora, a través de un diseño experimental, el efecto que la percepción que los receptores de un mensaje tienen acerca del emisor del mismo (si es presentado como un testimonio real o como un actor) sobre sus posteriores intenciones de consumir alcohol. Resultados. Se observaron diferencias significativas en las intenciones de consumo en función de la percepción de la fuente y del nivel de consumo previo de alcohol. Los grandes consumidores resultaron más persuadidos cuando la fuente se presentaba como un testimonio real. Sin embargo, los individuos con niveles de consumo moderado mostraron menor intención de beber cuando el mensaje se percibía como transmitido por una fuente de ficción. Conclusiones. En el contexto de campañas anti-alcohol, la misma estrategia puede producir tanto efectos positivos como negativos en función de los diferentes destinatarios, con las implicaciones teóricas y prácticas que ello conlleva

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