La neurociencia de la comunicación en saludPropuesta de análisis de las respuestas de orientación y defensa frente a mensajes de ganancia y pérdida en campañas de vacunación

  1. Ubaldo Cuesta Cambra 1
  2. José Ignacio Niño González 1
  3. Carolina Bengoechea-González 1
  4. Marion Roberts Martínez 1
  1. 1 Universidad Complutense de Madrid, España
Revista:
Icono14

ISSN: 1697-8293

Año de publicación: 2022

Título del ejemplar: LTE1. Ciencia Cognitiva y Neuromarketing | LTE2. Culturas digitales en las redes sociales

Volumen: 20

Número: 2

Tipo: Artículo

DOI: 10.7195/RI14.V20I2.1853 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Icono14

Resumen

The idea that vaccines are not safe is spreading more and more through “anti-vaccine” movements. It is necessary to develop communication campaigns that counteract the effects of these anti-vaccine messages, investigating the underlying psychosocial mechanisms and for this, this research proposes a very novel hypothesis: the psychophysiological responses that a campaign of this type provokes can be assimilated to the pattern of orientation responses (RD) and defense (RD) proposed by Pavlov (1910): alteration of brain waves, modification of dermoelectric response, heart rate, micro-expressions (muscular), focal attention eye movements, etc. These responses act as a “pattern”: they respond jointly and in a similar direction. If this hypothesis is correct, threatening messages will generate RD while non-threatening messages will generate RO. A pilot experiment is carried out using a factorial design of independent measures, where the main factor is "type of message framing" (loss vs. gain) and the dependent variables are the "psychophysiological records of the OR/RD" (Electroencephalogram (EEG ), Galvanic Skin Response (GSR), Eye Tracking and Muscular Facial Expression). The results allow us to validate the hypothesis: gain messages cause RO and loss messages cause RD. These results are very relevant for the implementation of health communication campaigns: vaccination campaigns among the young population should be built from a profit frame, which will generate a much more effective RO pattern to achieve persuasion than the DR pattern.

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Fuente de los datos: Dialnet