Framing, risk perception and social health campaigns: A neuroscientific analysis

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.

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“…It should also be noted that SM campaigns need to be designed for specific purposes [67], which wineries should consider in the future. Moreover, many Greek wineries are family businesses [8] and do not have the resources to recruit an SM marketer or dedicated staff to run SM campaigns, which are complex and multidimensional processes requiring specialized skills [68].…”

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“…This variable measures the degree of involvement or connection between the person and the stimulus or experience presented. It is a metric derived from the use of the EGG [66,67] and widely used in various fields of neuroscience [68,69].…”