Técnicas persuasivas empleadas en las campañas de sensibilización ambiental
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[1] Universitat de Barcelona
Universitat de Barcelona
Barcelona, España
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- Localización: Actas del XI Congreso Nacional de Psicología Social: Tarragona, 1, 2 y 3 de octubre de 2009 / coord. por Jordi Tous Pallarès, Joan Manel Fabra Sopeña, Vol. 4, 2009, ISBN 9788469256848
- Idioma: español
- Títulos paralelos:
- Persuasive techniques used in environmental campaigns
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Resumen
The aim of this research was to analyze a sample of advertising campaigns onenvironmental topics. In particular, the sample was constituted by a group of adssponsored by the Department of Environment and Housing -Catalan Governmentactivein 2008. The methodology consisted of gathering the level of recall of thesecampaigns in a sample of university students, as well as the reasons by which theyremembered more clearly some of these campaigns.The analysis was based on three theoretical models: the Three-dimensional model ofattitudes (traditional approach in psychology picked up by Eagly and Chaiken, 1998),the Theory of the Reasoned Action of Ajzen and Fishbein (1975, 1980) and the FourSpheres Model (Pol, Vidal and Romeo, 2001).The results allow us to identify a set of common resources, techniques and persuasivemessages commonly used in environmental campaigns, their impact in the recall leveland the hierarchical structure of affective, cognitive and behaviour elements.
