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

Elizabeth Vargas-Rosero; Juan-José Igartua

doi:10.26441/RC23.1-2024-3321

Autores/as

Elizabeth Vargas-Rosero Universidad Nacional de Colombia
Juan-José Igartua Universidad de Salamanca https://orcid.org/0000-0002-9865-2714

DOI:

https://doi.org/10.26441/RC23.1-2024-3321

Palabras clave:

persuasión, comunicación para la salud, investigación experimental, análisis de procesos condicionales, sobrepeso, obesidad, higiene del sueño

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.

Métricas

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Biografía del autor/a

Elizabeth Vargas-Rosero, Universidad Nacional de Colombia

Doctora en Comunicación por la Universidad del Norte. Profesora Asociada de la Universidad Nacional de Colombia y Vicedecana Académica de la Facultad de Enfermería. Sus principales líneas de investigación son la comunicación para la salud, la promoción de la salud y la prevención de la enfermedad, y la salud cardiovascular. https://orcid.org/0000-0003-2710-4320, evargasr@unal.edu.co

Juan-José Igartua, Universidad de Salamanca

Doctor en Psicología de la Universidad del País Vasco (1996) y Catedrático de Universidad (Full Professor) del área de Comunicación Audiovisual y Publicidad de la Universidad de Salamanca, donde dirige el Observatorio de los Contenidos Audiovisuales (www.ocausal.es). Además, es miembro de la “Academia Europaea: The Academy of Europe” (https://www.ae-info.org), en la sección “Film, Media and Visual Studies". Su investigación se centra en el análisis de los efectos mediáticos (media effects). https://orcid.org/0000-0002-9865-2714, jigartua@usal.es

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