ABSTRACT
Health authorities have widely used social health campaigns to improve the attitudes and healthy behaviours of the population. During the COVID-19 pandemic, they became 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 perceived risk, negative and low-intensity framing strategies were revealed to be the most effective. Implications for the design of campaigns were derived, and limitations and future lines of research were addressed. (PsycInfo Database Record (c) 2023 APA, all rights reserved)
ABSTRACT
Health campaigns have been commonly used to improve the attitudes and healthy behaviours of the population. With the COVID-19 pandemic, they have become an essential tool to increase compliance with health measures, mainly amongst the young population, a group especially reluctant. The aim of the study is to analyse the effectiveness of different campaigns to improve the attitudes of young people toward compliance with health measures. For this purpose, an experimental study was carried out with 245 subjects using three health campaigns with different frames and emotions in the messages. The results show different degrees of efficacy according to the framing and emotions used. The role of self-efficacy as a moderating factor is also analysed. Implications for campaign design are derived and limitations and directions for future research are addressed.
ABSTRACT
The COVID-19 pandemic has forced some restaurants to shift their business models to innovative approaches in Online Food Delivery (OFD) services. This paper seeks to study the impact of innovations on OFD -new product/services- that aim to enhance the experiential value when ordering food online. Moreover, this paper analyses the willingness to order food delivery online during the COVID-19 pandemic. An experimental design survey was therefore used. The participants assessed one out of four OFD innovation options, its experiential value, and their own willingness to order it. Participants' fear of COVID-19 was measured and used as a moderator variable. A conditional process analysis was used to reveal that innovation in the OFD business can increase the experiential value for the consumer, but this effect should be examined in light of customers' fear of COVID-19. Managerial implications and future research lines are suggested.