Témata prací (Výběr práce)Témata prací (Výběr práce)(verze: 341)
Detail práce
   Přihlásit přes CAS
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.
 
 
 
Kontrola URKUND:
Seznam odborné literatury
AJZEN, I., 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), pp.179-211. Available at: https://linkinghub.elsevier.com/retrieve/pii/074959789190020T.
ALBA, J. W., HUTCHINSON, J. W., & LYNCH, J. G., 1991. Memory and decision making. In T. S. Robertson & H.H. Kassarjian (Eds.), Handbook of consumer behavior (pp. 1−49). Englewood Cliffs, NJ: Prentice Hall.
ALLEN, M. & PREISS, R.W., 1997. Comparing the persuasiveness of narrative and statistical evidence using meta‐analysis. Communication Research Reports, 14(2), pp.125-131. Available at: http://www.tandfonline.com/doi/abs/10.1080/08824099709388654.
ALLPORT, G. W., 1935. Attitudes. In C. M. Murchison (Ed.), Handbook of Social Psychology. Winchester, MA: Clark University Press.
BANKS, S.M. et al., 1995. The effects of message framing on mammography utilization. Health Psychology, 14(2), pp.178-184. Available at: http://doi.apa.org/getdoi.cfm?doi=10.1037/0278-6133.14.2.178.
BERGER, J. & RAND, L., 2008. Shifting Signals to Help Health: Using Identity Signaling to Reduce Risky Health Behaviors. Journal of Consumer Research, 35(3), pp.509-518. Available at: https://academic.oup.com/jcr/article-lookup/doi/10.1086/587632.
BERLYNE, D.E., 1971. Aesthetics and psychobiology, New York: Appleton-Century-Crofts.
BITHER, S.W., DOLICH, I.J. & NELL, E.B., 1971. The Application of Attitude Immunization Techniques in Marketing. Journal of Marketing Research, 8(1). Available at: https://www.jstor.org/stable/3149726?origin=crossref.
CHOMYNOVA, P., & CSEMY, L., & MRAVCÍK, V., 2016. Evropská školní studie o alkoholu a jiných drogách (ESPAD) 2015. Zaostřeno. 2. 1-16. Available at: https://www.researchgate.net/publication/309040864_Evropska_skolni_studie_o_alkoholu_a_jinych_drogach_ESPAD_2015
63
CORNELIS, E., CAUBERGHE, V. & DE PELSMACKER, P., 2013. Two-Sided Messages for Health Risk Prevention: The Role of Argument Type, Refutation, and Issue Ambivalence. , 48(9), pp.719-730. Available at: http://www.tandfonline.com/doi/full/10.3109/10826084.2013.787093.
CORONGES, K., STACY, A.W. & VALENTE, T.W., 2011. Social network influences of alcohol and marijuana cognitive associations. Addictive Behaviors, 36(12), pp.1305-1308. Available at: https://linkinghub.elsevier.com/retrieve/pii/S0306460311002188.
CROWLEY, A., & HOYER, W. , 1994. An Integrative Framework for Understanding Two-Sided Persuasion. Journal of Consumer Research, 20(4), 561-574. Retrieved from http://www.jstor.org/stable/2489759
EISENBERG, B., EISENBERG, J., & DAVIS, L. (2006). Call to Action: Secret Formulas to Improve Online Results. Retrieved from https://books.google.bi/books?id=yV9gxUDL04UC
EISEND, M., 2006. Two-sided advertising: A meta-analysis. International Journal of Research in Marketing, 23(2), pp.187-198. Available at: https://linkinghub.elsevier.com/retrieve/pii/S0167811606000267.
FISHBEIN, M. & AJZEN, I., 1975. Belief, attitude, intention, and behavior: an introduction to theory and research, Reading, Mass.: Addison-Wesley Pub. Co.
FELDSTEIN EWING, S.W., SAKHARDANDE, A. & BLAKEMORE, S.-J., 2014. The effect of alcohol consumption on the adolescent brain: A systematic review of MRI and fMRI studies of alcohol-using youth. NeuroImage: Clinical, 5, pp.420-437. Available at: https://linkinghub.elsevier.com/retrieve/pii/S2213158214000874.
FESTINGER, L., 1957. A theory of cognitive dissonance. Stanford, CA: Stanford University Press.
FESTINGER, L., 1962. Cognitive Dissonance. Scientific American, 207(4), pp.93-106. Available at: http://www.nature.com/doifinder/10.1038/scientificamerican1062-93.
FLEMING, D., 1967. Attitude: The History of a Concept. Available at: https://books.google.cz/books?id=6InvnQEACAAJ
64
FLORY, K., LYNAM, D., MILICH, R., LEUKEFELD, C., CLAYTON R., 2004. Early adolescent through young adult alcohol and marijuana use trajectories: Early predictors, young adult outcomes, and predictive utility. Development and Psychopathology, 16(01). Available at: http://www.journals.cambridge.org/abstract_S0954579404044475.
GOLDEN, L.L. & ALPERT, M.I., 1987. Comparative Analysis of the Relative Effectiveness of One- and Two- Sided Communication for Contrasting Products. Journal of Advertising, 16(1), pp.18-68. Available at: http://www.tandfonline.com/doi/abs/10.1080/00913367.1987.10673056.
HAMILL, R., WILSON, T.D. & NISBETT, R.E., 1980. Insensitivity to sample bias: Generalizing from atypical cases. Journal of Personality and Social Psychology, 39(4), pp.578-589. Available at: http://content.apa.org/journals/psp/39/4/578.
HARRINGTON, N.G. & KERR, A.M., 2016. Rethinking Risk: Prospect Theory Application in Health Message Framing Research. Health Communication, 32(2), pp.131-141. Available at: https://www.tandfonline.com/doi/full/10.1080/10410236.2015.1110004.
JONES, E.E. & DAVIS, K.E., 1965. From Acts To Dispositions The Attribution Process In Person Perception. , pp.219-266. Available at: https://linkinghub.elsevier.com/retrieve/pii/S0065260108601070.
KAHNEMAN, DANIEL & TVERSKY, AMOS, 1979. "Prospect Theory: An Analysis of Decision under Risk," Econometrica, Econometric Society, vol. 47(2), pp. 263-291. Available at: https://www.jstor.org/stable/1914185
KAMINS, M.A. et al., 1989. Two-Sided versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility. Journal of Advertising, 18(2), pp.4-10. Available at: http://www.tandfonline.com/doi/abs/10.1080/00913367.1989.10673146.
KAZOLEAS, D.C., 1993. A comparison of the persuasive effectiveness of qualitative versus quantitative evidence: A test of explanatory hypotheses. Communication Quarterly, 41(1), pp.40-50. Available at: http://www.tandfonline.com/doi/abs/10.1080/01463379309369866.
65
KITCHEN, J. P. et al., 2014. The elaboration likelihood model: review, critique and research agenda. European Journal of Marketing, 48(11/12), pp.2033-2050. Available at: http://www.emeraldinsight.com/doi/10.1108/EJM-12-2011-0776.
KEER, M. et al., 2013. The Effects of Integrating Instrumental and Affective Arguments in Rhetorical and Testimonial Health Messages. Journal of Health Communication, 18(9), pp.1148-1161. Available at: http://www.tandfonline.com/doi/abs/10.1080/10810730.2013.768730.
KELLEY, H.H. & MICHELA, J.L., 1980. Attribution Theory and Research. Annual Review of Psychology, 31(1), pp.457-501. Available at: http://www.annualreviews.org/doi/10.1146/annurev.ps.31.020180.002325.
LIKERT, R., 1932. A technique for the measurement of attitudes. Archives of Psychology, 22 140, 55.
LEE, H. & KANG, M.J., 2017. Designing Skin Cancer Prevention Messages: Should We Emphasize Gains or Losses? Message Framing, Risk Type, and Prior Experience. American Journal of Health Promotion, 32(4), pp.939-948. Available at: http://journals.sagepub.com/doi/10.1177/0890117117729584.
MARTIN, B. & MARSHALL, R., 1999. The interaction of message framing and felt involvement in the context of cell phone commercials. European Journal of Marketing, 33(1/2), pp.206-218. Available at: https://www.emeraldinsight.com/doi/10.1108/03090569910249247.
MCGUIRE, W.J., 1961. The Effectiveness of Supportive and Refutational Defenses in Immunizing and Restoring Beliefs Against Persuasion. Sociometry, 24(2). Available at: https://www.jstor.org/stable/2786067?origin=crossref.
MCCLELLAND, DAVID C., JOHN W. ATKINSON, RUSSELL A. CLARK, AND EDGAR L. LOWELL, 1953. The Achievement Motive, New York: Appleton-Century-Crofts.
66
MILLER, G.R., 2012. On Being Persuaded: Some Basic Distinctions. The SAGE Handbook of Persuasion: Developments in Theory and Practice. Available at: http://sk.sagepub.com/reference/hdbk_persuasion2ed/n5.xml.
NISBETT, R.E. & ROSS, L., c1980. Human inference: strategies and shortcomings of social judgment, Englewood Cliffs, N.J.: Prentice-Hall.
O'KEEFE, D. J., 1990. Persuasion: theory and research. Newbury Park, Calif, Sage Publications. Available at: https://archive.org/details/persuasiontheory0000okee/page/16
OSGOOD, C. E., SUCI, G. J., & TANNENBAUM, P. H., 1957. The measurement of meaning. Oxford, England: Univer. Illinois Press.
PERLOFF, R.M., 2017. The dynamics of persuasion: communication and attitudes in the 21st century Sixth edition., New York.
PETTY, R.E. & Cacioppo, J.T., 1986. The Elaboration Likelihood Model of Persuasion. , pp.123-205. Available at: https://linkinghub.elsevier.com/retrieve/pii/S0065260108602142.
PRENSKY, M., 2001. Digital Natives, Digital Immigrants Part 1. On the Horizon, 9(5), pp.1-6. Available at: http://www.emeraldinsight.com/doi/10.1108/10748120110424816.
REINARD, J., 1988. The Empirical Study of the Persuasive Effects of Evidence The Status After Fifty Years of Research. Human Communication Research, 15(1), pp.3-59. Available at: https://academic.oup.com/hcr/article/15/1/3-59/4587709.
ROTHMAN, A.J. & SALOVEY, P., 1997. Shaping perceptions to motivate healthy behavior: The role of message framing. Psychological Bulletin, 121(1), pp.3-19. Available at: http://doi.apa.org/getdoi.cfm?doi=10.1037/0033-2909.121.1.3.
ROTHMAN, A. J., BARTELS, R. D., WLASCHIN, J., & SALOVEY, P., 2006. The Strategic Use of Gain- and Loss-Framed Messages to Promote Healthy Behavior: How Theory Can Inform Practice. Journal of Communication, 56(suppl_1), pp.S202-S220. Available at: https://academic.oup.com/joc/article/56/suppl_1/S202-S220/4102613.
67
SAWYER, A.G., 1973. The Effects of Repetition of Refutational and Supportive Advertising Appeals. Journal of Marketing Research, 10(1). Available at: https://www.jstor.org/stable/3149405?origin=crossref.
SETTLE, R.B. & GOLDEN, L.L., 1974. Attribution Theory and Advertiser Credibility. Journal of Marketing Research, 11(2). Available at: https://www.jstor.org/stable/3150556?origin=crossref.
Social judgment: Assimilation and contrast effects in communication and attitude change. W
SHERIF CW, SHERIF M, NEBERGALL RE, 1965. Attitude and attitude change: the social judgment-involvement approach. Philadelphia, PA: Saunders.
SHERIF M, HOVLAND CI., 1961. Social judgment: assimilation and contrast effects in communication and attitude change. New Haven, CT: Yale University Press.
SMITH, R.E. & HUNT, S.D., 1978. Attributional Processes and Effects in Promotional Situations. Journal of Consumer Research, 5(3). Available at: https://academic.oup.com/jcr/article-lookup/doi/10.1086/208725.
SWINYARD, W.R., 2018. The Interaction between Comparative Advertising and Copy Claim Variation. Journal of Marketing Research, 18(2), pp.175-186. Available at: http://journals.sagepub.com/doi/10.1177/002224378101800205.
SZYBILLO, G.J. & HESLIN, R., 1973. Resistance to Persuasion: Inoculation Theory in a Marketing Context. Journal of Marketing Research, 10(4). Available at: https://www.jstor.org/stable/3149387?origin=crossref.
THURSTONE, L.L., 1931. The measurement of social attitudes. The Journal of Abnormal and Social Psychology, 26(3), pp.249-269. Available at: http://doi.apa.org/getdoi.cfm?doi=10.1037/h0070363.
WELCH, K.A., CARSON, A. & LAWRIE, S.M., 2013. Brain Structure in Adolescents and Young Adults with Alcohol Problems: Systematic Review of Imaging Studies. Alcohol and Alcoholism, 48(4), pp.433-444. Available at: http://academic.oup.com/alcalc/article/48/4/433/534074/Brain-Structure-in-Adolescents-and-Young-Adults.
68
WORLD HEALTH ORGANIZATION, 2018. Adolescent alcohol-related behaviours: trends and inequalities in the WHO European Region, 2002–2014 (2018): Observations from the Health Behaviour in School-aged Children (HBSC) WHO collaborative cross-national study. Available at: http://www.euro.who.int/__data/assets/pdf_file/0007/382840/WH15-alcohol-report-eng.pdf?ua=1

Non-academic resources BUSINESS INSIDER. DDB's first ever Avis ad. DDB. In Business Insider (2012). Available at: https://www.businessinsider.com/heres-the-new-tagline-avis-will-use-after-50-years-of-we-try-harder-2012-8 [Accessed July 28, 2019].
ABC NEWS. Volkswagen's last Beetle is rolling off the factory floor this week. In ABC News (2019). Available at: https://www.abc.net.au/news/2019-07-10/the-end-of-vw-beetle/11293992 [Accessed July 28, 2019].
MICHL, P., 2018. Klíčový vizuál kampaně CZC. In FOCUS agency. Available at: https://www.focus-age.cz/m-journal/aktuality/reklama-tydne--czc-cz----jsme-sice-dvojky--ale---__s288x13730.html [Accessed July 30, 2019].
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.
 
Univerzita Karlova | Informační systém UK