Mecanismos y efectos de los mensajes persuasivos de promoción de la higiene del sueño para el control del peso corporal

  1. Vargas-Rosero, Elizabeth 1
  2. Igartua, Juan-José 2
  1. 1 Universidad Nacional de Colombia
    info

    Universidad Nacional de Colombia

    Bogotá, Colombia

    ROR https://ror.org/059yx9a68

  2. 2 Universidad de Salamanca
    info

    Universidad de Salamanca

    Salamanca, España

    ROR https://ror.org/02f40zc51

Revista:
Revista de comunicación

ISSN: 1684-0933 2227-1465

Año de publicación: 2024

Volumen: 23

Número: 1

Tipo: Artículo

DOI: 10.26441/RC23.1-2024-3321 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Revista de comunicación

Resumen

La promoción de comportamientos saludables se ha realizado tradicionalmente a través de mensajes persuasivos que entregan información sobre cifras o argumentos y son diseñados con un objetivo abiertamente persuasivo. No obstante, recientemente se han establecido otras estrategias como el uso de mensajes narrativos y de formatos mixtos (que combinan información y narran una historia). La evidencia no es concluyente sobre la eficacia de estas tres modalidades de persuasión (informacional, narrativa y mixta) ni sobre los mecanismos responsables. Metodología: Se realizaron dos experimentos que compararon los efectos de las tres modalidades de mensajes persuasivos mencionados y que fueron diseñados para promover la higiene del sueño como un factor de control del peso corporal. Además, se contempló el papel de la implicación con el tema del mensaje y la necesidad de cognición como posibles variables moderadoras. Resultados: Se observó que el mensaje informacional ejercía efectos indirectos significativos sobre la efectividad percibida del mensaje, las creencias y la intención de conducta a través del mecanismo de la auto-referencia. En cambio, los mensajes narrativos y mixto debían su eficacia persuasiva a la activación emocional, el transporte narrativo y la identificación con el protagonista. Conclusiones: El presente trabajo avanza los conocimientos sobre persuasión y sobre las estrategias más efectivas para diseñar campañas de control del peso corporal a través de la promoción de la higiene del sueño.

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