La efectividad de las campañas de comunicación anti-tabaco en los jóvenes españolesUn análisis exploratorio

  1. Vázquez Burguete, J. L.
  2. Gutiérrez Rodríguez, Pablo
  3. Cuesta Valiño, Pedro
  4. García Miguélez, María Purificación
Journal:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Year of publication: 2010

Issue: 1

Pages: 14-31

Type: Article

DOI: 10.7263/ADRESIC-001-01 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: aDResearch: Revista Internacional de Investigación en Comunicación

Abstract

Models such as the Motivation Theory for Protection try to determine the information and variables taken into account by individuals when considering a behavior change, as well as the most or least important of either. Those in charge of social marketing need to understand better the reasons which lead to adopt or not new behavior. An exploratory study was carried out on TV commercials in the anti-tobacco battle sponsored by the Spanish Ministry of Health and Consumption in 2006. Despite its limitations, it brings up unilateral arguments concentrating more on the threat that the present conduct represents than the advantages of recognition and subsequent change in conduct. At the same time, a greater effectiveness of self-conviction for the behavioral change, clearly superior to the effect of sanctions and external pressures exerted on the individual.

Bibliographic References

  • Bandura, A. (1977): Self-efficacy: Toward a Unifying Theory of Behavioural Change. Psychological Review, 84(2), pp. 191-215.
  • Bandura, A. (1986): Social Foundations of Thought and Action. Englewood Cliffs (NJ): Prentice Hall.
  • Becker, M.H. (1974): The Health Belief Model and Personal Health Behaviour. Thorofare (NJ): Slack.
  • Chaiken, S. y Stangor, C. (1987): Attitude and attitude change. Annual Review of Psychology, 38, pp. 575-630.
  • Chapman, D. y Cowdell, T. (1998): New Public Sector Marketing. London: Financial Times Management (Pitman Publishing).
  • Cismaru, M. y Lavack, A.M. (2006): Marketing Communications and Protection Motivation Theory: Examining Consumer Decision-Making. International Review on Public and Non-Profit Marketing, vol. 3, nº 2, pp. 9-24.
  • Eagly, A. H. y Chaiken, S. (1984): Cognitive theories of persuasion. Advances in Experimental Social Psychology, 17, pp. 267-359.
  • Fishbein, M. y Ajzen, I. (1975): Belief, Attitude, Intention, and Behaviour: An Introduction to Theory and Research. Reading (MA): Addison-Wesley.
  • Floyd, D.L.; Prentice-Dunn, S. y Rogers, R.W. (2000): A Meta-Analysis of Research on Protection Motivation Theory. Journal of Applied Social Psychology, 30 (2), pp. 407-429.
  • Gummesson, E. (2007): Broadening Relationships to Networks: Many-to Many Marketing. Conferencia pronunciada el 18/04/2007 en la Universidad de León (España).
  • Janz, N.K. y Becker, M.H. (1984): The Health Belief Model: a Decade Later. Health Education Quarterly, 11 (1), pp. 1-47.
  • Kivetz, R. y Simonson, I. (2000): The Effects of Incomplete Information on Consumer Choice. Journal of Marketing Research, vol. 37, nº 4, pp. 427-448.
  • Kotler, P. y Lee, N. (2006): Marketing in the Public Sector. A Roadmap for Improved Performance. Upper Saddle River (NJ): Pearson Education (Wharton School Publishing).
  • Kotler, P.; Roberto, N. y Lee, N. (2002): Social Marketing. Improving the Quality of Life. Thousand Oaks (CA): Sage.
  • Petty, R. E. y Cacioppo, J. T. (1986): Communication and persuasion. Central and peripherical routes to attitude change. Nueva York: Springer-Verlag.
  • Milne, S.; Sheeran, P. y Orbell, S. (2000): Prediction and Intervention in Health-Related Behavior: A Meta-analytic Review of Protection Motivation Theory. Journal of Applied Social Psychology, vol. 30, nº 1, pp. 106-143.
  • Rogers, R.W. (1975): A Protection Motivation Theory of Fear Appeals and Attitude Change. Journal of Consumer Psychology, 91, pp. 93-114.
  • Rogers, R.W. (1983): Cognitive and Physiological Processes in Fear Appeals and Attitude Change: A Revised Theory of Protection Motivation. En Cacioppo, J.T. y Petty. R.E. (eds.)Social Psychophysiology: A Source Book. New York: Guildford, pp. 153-176.
  • Rogers, R.W. y Prentice-Dunn, S. (1997): Protection Motivation Theory. En Gochman, D. (ed.) Handbook of Health Behavior Research (vol. 1, Determinants of Health Behavior: Personal and Social). New York: Plenum, pp. 113-132. Rosenstock, I.M. (1966): Why People Use Health Services.
  • Milbank Memorial Fund Quarterly, 44 (3), pp. 94-124
Data source: Dialnet