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Publication
Shock advertising em campanhas de sensibilização ambiental: uma análise sobre a influência nas atitudes e intenções comportamentais da Geração X
| Name: | Description: | Size: | Format: | |
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| 8.12 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O shock advertising tem vindo a revelar-se, relativamente,
eficaz no que diz respeito à alteração de atitudes e
comportamentos relacionados com questões sociais. Uma
das questões que tem sido alvo de maior preocupação nos
últimos anos são os resíduos plásticos que têm sido
descartados incorretamente nos oceanos. Como a Geração
X ainda tem dificuldades em refletir a sua preocupação
ambiental nos seus comportamentos, o objetivo geral deste
estudo é compreender como o shock advertising pode
influenciar as suas atitudes e intenções comportamentais,
tendo em conta a sua perceção de ameaça. Para além disso,
também se pretende incorporar a Construal Level Theory
(CLT), uma vez que a distância psicológica é amplamente
considerada como uma barreira significativa para a
proatividade da população em causas ambientais. Para este
efeito, realizou-se um estudo quantitativo com apoio ao
método experimental, no qual 179 portugueses da Geração
X foram expostos ao shock advertising. De seguida, e
considerando o efeito do construal level, foram então
avaliadas as suas atitudes e intenções comportamentais.
Deste estudo, conclui-se que o shock advertising, por
estimular o medo, exerceu um efeito positivo nas medidas
de eficácia publicitária. No entanto, também se concluiu
que o construal level não interfere significativamente nesta
relação causal.
Shock advertising has proven to be relatively effective in changing attitudes and behaviors related to social issues. One of the issues that has been of greater concern in recent years is the plastic waste that has been improperly disposed of in the oceans. As Generation X still has difficulties in reflecting their environmental concern in their behaviors, the overall objective of this study is to understand how shock advertising can influence their attitudes and behavioral intentions, taking into account their perceived threat. In addition, it also aims to incorporate Construal Level Theory (CLT), since psychological distance is widely regarded as a significant barrier to people's proactivity in environmental causes. For this purpose, a quantitative study supported by the experimental method was carried out, in which 179 Portuguese Generation X were exposed to shock advertising. Then, and considering the effect of the construal level, their attitudes and behavioral intentions were evaluated. The conclusion of this study was that shock advertising, by stimulating fear, had a positive effect on advertising effectiveness. However, it was also concluded that the construal level does not significantly interfere in this causal relationship.
Shock advertising has proven to be relatively effective in changing attitudes and behaviors related to social issues. One of the issues that has been of greater concern in recent years is the plastic waste that has been improperly disposed of in the oceans. As Generation X still has difficulties in reflecting their environmental concern in their behaviors, the overall objective of this study is to understand how shock advertising can influence their attitudes and behavioral intentions, taking into account their perceived threat. In addition, it also aims to incorporate Construal Level Theory (CLT), since psychological distance is widely regarded as a significant barrier to people's proactivity in environmental causes. For this purpose, a quantitative study supported by the experimental method was carried out, in which 179 Portuguese Generation X were exposed to shock advertising. Then, and considering the effect of the construal level, their attitudes and behavioral intentions were evaluated. The conclusion of this study was that shock advertising, by stimulating fear, had a positive effect on advertising effectiveness. However, it was also concluded that the construal level does not significantly interfere in this causal relationship.
Description
Keywords
Construal Level Theory Shock advertising Poluição dos oceanos Geração X Comportamentos pró-ambientais