Análisis experimental del efecto del tipo de apelación sobre la concienciación medioambiental y la efectividad percibida del comportamiento

Abstract

More and more, the advertising directed to manage a change toward a more sustainable individual behaviour is used as an element of social marketing. Despite that, the knowledge about the effect of different components of the message is still scant, although it is a very important issue in order to raise the advertising effectiveness. Our study analyses two emotional appeals, one oriented to emphasize the magnitude of the problem, and the other focused to suggest the ways to contribute to the solution of such problem. By means of an experimental design we have obtained an interaction between the kind of appeal and the level of individual's implication with the care for the environment. Thus, when the individuals with a low level of implications are exposed to an appeal focused in the solution of the problem, they reach similar levels of perceived effectiveness of those with a high level of implication. This result suggest it would be better the use of solution-oriented appeals than the use of fear appeals.