Designing Health Interventions: The Role of Argument Type and Message Format

• Název práce v češtině: Navrhování osvětových kampaní: Úloha druhu argumentu a formátu sdělení
• Název v anglickém jazyce: Designing Health Interventions: The Role of Argument Type and Message Format
• Klíčová slova: osvětová kampaň, alkohol, mladiství, efektivita, intervence, charakteristiky sdělení, typ argumentu, afektivní, kognitivní
• Klíčová slova anglicky: health campaign, alcohol, binge-drinking, young-adults, effectiveness, message characteristics, argument type, affective, cognitive, two-sided message
• Akademický rok vypsání: 2016/2017
• Typ práce: bakalářská práce
• Jazyk práce: angličtina
• Ústav: Katedra marketingové komunikace a public relations (23-KMKPR)
• Vedoucí / školitel: Mgr. Ing. Marek Vranka
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 17.07.2017
• Datum zadání: 17.07.2017
• Datum a čas obhajoby: 19.09.2019 08:00
• Místo konání obhajoby: Hollar - Smetanovo nábřeží 6,Praha 1, H107, Hollar - místn. č. 107
• Datum odevzdání elektronické podoby: 31.07.2019
• Datum proběhlé obhajoby: 19.09.2019
• Oponenti: PhDr. Kamil Švec, Ph.D.

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Předběžná náplň práce

Dle Evropské školní studie o alkoholu a jiných drogách (ESPAD, 2015) jsou české děti a dospívající v konzumaci alkoholu v posledních třiceti dnech (68.5 %) výrazně nad evropským průměrem (48 %) a mají také výrazně častější zkušenosti s nárazovým pitím alkoholu. Cílem práce je zhodnotit roli typů argumentů a formátů persvazivních sdělení v osvětových kampaních. Práce nabízí vhled do vnímání těchto persvazivních sdělení mezi cílovou skupinou, stejně jako praktické implikace využitelné v sociálním marketingu. Teoretická část je ukotvena v aktuálních poznatcích ze sociální psychologie a behaviorální ekonomie se zaměřením na argumentaci a persvazi. Klíčové teorie, na kterých se práce zakládá1 jsou the Social Judgement Theory (Sherif, Sherif, Hovland and Nebergall, 1961), the Elaboration Likelihood Model (Petty and Cacioppo, 1986), Teorie kognitivní disonance (Festinger, 1957) a Teorie odůvodněného jednání (Fishbein and Ajzen, 1975). Empirická část je založena na replikaci experimentu (Cornelis, Cauberghe and De Pelsmacker, 2013). Účelem experimentální studie bylo popsat, jakým způsobem adolescenti vnímají sdělení, která je mají odradit od nadměrné konzumace alkoholu. Získaný vzorek 232 studentů gymnázia byl dotazován pomocí tištěného dotazníku. Výsledky byly vyhodnoceny pomocí statistické analýzy za účelem určení jejich statistické signifikance. Výsledky naznačují, že sdělení, která zahraniční literatura označuje jako „two-sided“ byla vnímána jako méně tradiční, oproti sdělením, která jsou označována jako „one-sided“. Sdělení, která zahrnovala kognitivní argument také vzbuzovala signifikantně vyšší úroveň konstruktivního přemýšlení o problému (issue-relevant thinking) v porovnání se sděleními, která se zakládala na afektivním argumentu.

Předběžná náplň práce v anglickém jazyce

According to the study carried out by the European School Survey Project on Alcohol and Other Drugs (ESPAD, 2015) in the Czech Republic, Czech children reported higher alcohol consumption in the last 30 days (68.5 %) compared to the EU average (48%) as well as more common encounters with binge-drinking.
The objective of this thesis is to assess the role of argument type and message format found in Health campaigns. The thesis explored the perception of persuasive messages amongst the target group and offers theoretical implications for practitioners. The theoretical part is grounded in current knowledge in social psychology as well as behavioral economics while focusing on argumentation and persuasion. Key theories this thesis is based on include the Social Judgement Theory (Sherif, Sherif, Hovland and Nebergall, 1961), the Elaboration Likelihood Model (Petty and Cacioppo, 1986), the Cognitive Dissonance Theory (Festinger, 1957) and the Theory of Reasoned Action (Fishbein and Ajzen, 1975). The empirical part is based on experiment replication (Cornelis, Cauberghe and De Pelsmacker, 2013) which inspected the perception of messages that dissuade from binge-drinking amongst young adults. This thesis employs printed questionnaire distributed amongst the convenience sample of 232 students attending grammar school and statistical analysis to determine the statistical significance of obtained results. The results indicated that that two-sided messages were perceived as more novel than one-sided messages. Moreover, messages based on cognitive argument generated significantly higher level of issue relevant thinking in comparison to messages containing affective arguments.