RT Journal Article
T1 Framing, risk perception and social health campaigns: A neuroscientific analysis
A1 Fernández Lores, Susana
A1 Crespo-Tejero, Natividad
A1 Fernández-Hernandez, Ruth
A1 García-Muiña, Fernando E.
AB Health authorities have widely used social health campaigns to improve the attitudesand healthy behaviours of the population. During the COVID-19 pandemic, theybecame an essential tool in increasing compliance with health measures, especially among the young population, a particularly reluctant group. The aim of this study was to analyse the effectiveness of different campaigns in improving young people's intention to change their behaviour towards compliance with health measures. For this purpose, an experimental study was conducted using neurophysiological tools (electroencephalogram and galvanic skin response) as well as self-reported data from a questionnaire. The experiment analysed three health campaigns with different narrative frames and emotions in the messages. The results showed different degrees of persuasive effectiveness depending on the framing, emotions used, and level of intensity of such emotions. Overall, it was concluded that negative framing strategies and high levels of intensity worked effectively. The influence of the perceived risk declared by the participants on the impact of the different campaigns was also analysed. In this case, for the most difficult target to activate, subjects with low per-ceived risk, negative and low-intensity framing strategies were revealed to be themost effective. Implications for the design of campaigns were derived, and limitations and future lines of research were addressed.
PB Wiley
YR 2023
FD 2023-02
LK https://hdl.handle.net/20.500.14352/112954
UL https://hdl.handle.net/20.500.14352/112954
LA eng
NO Fernandez-Lores, S., Crespo-Tejero, N., Fernández-Hernández, R., & García-Muiña, F. E. (2024). Framing, risk perception and social health campaigns: A neuroscientific analysis. Journal of Consumer Behaviour, 23(1), 76–89. https://doi.org/10.1002/cb.2151
NO ESIC University
DS Docta Complutense
RD 5 abr 2025