¿Cómo convencer con mensajes testimoniales para dejar de fumar? Efectos de la voz narrativa y la similitud demográfica con el protagonista en la intención de dejar de fumar.

Autores/as

DOI:

https://doi.org/10.21134/haaj.v20i2.471

Palabras clave:

contra-argumentación, identificación con el protagonista, prevención del tabaquismo, reactancia, transporte narrativo.

Resumen

El presente estudio trata de contrastar cómo determinadas características de los mensajes narrativos de prevención del tabaquismo inducen estados de implicación que facilitan la persuasión. Objetivos. Específicamente, se analiza el efecto de la voz narrativa y de la similitud con el protagonista en la implicación con el mensaje e, indirectamente, en la intención de dejar de fumar. Metodología. Se llevó a cabo una investigación experimental con un diseño factorial 2 (voz narrativa en primera vs. tercera persona) por 2 (similitud con el protagonista en términos demográficos [sexo]). Se crearon cuatro narraciones en formato de audio protagonizadas por un exfumador y los participantes (N = 127 fumadores habituales) fueron asignados aleatoriamente a cada una de las condiciones experimentales. Resultados. Aunque no se observaron efectos significativos en las variables mediadoras y dependientes, se comprobó que el transporte narrativo y la identificación reducían la reactancia y producían efectos directos en la intención de dejar de fumar. Conclusiones. El presente trabajo arroja resultados relevantes en la investigación sobre la persuasión narrativa en el campo de la prevención del tabaquismo.

Biografía del autor/a

Laura Rodríguez Contreras, Universidad de Salamanca

Personal Universitario en Formación (contrato FPU desde 2018) del departamento de Sociología y Comunicación de la Universidad de Salamanca.

Juan José Igartua Perosanz, Universidad de Salamanca

Catedrático del departamento de Sociología y Comunicación de la Universidad de Salamanca.

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2020-08-06

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