Publicidad racional y emocional para el transporte sostenible
Análisis Experimental de la Persuasión desde las Apelaciones Normativas
DOI:
https://doi.org/10.62161/sauc.v12.6109Palabras clave:
Transporte sostenible, Publicidad ecológica, Persuasión, Normas sociales, ELMResumen
El transporte urbano constituye una problemática ambiental por su contribución a la contaminación y sus efectos sobre la salud. Este estudio examinó la influencia de mensajes racionales (ruta central del ELM) y emocionales (ruta periférica), combinados con normas sociales, sobre las actitudes hacia la publicidad de transporte sostenible y la intención de uso en Bogotá, Colombia. Se empleó un diseño experimental con 240 participantes (120 mujeres y 120 hombres) expuestos a anuncios gráficos. Los resultados mostraron que los mensajes emocionales generaron actitudes más favorables y mayores intenciones de uso, especialmente al combinarse con normas subjetivas. Las mujeres presentaron mayores intenciones bajo mensajes emocionales y normas subjetivas, mientras que en los hombres el altruismo se asoció con una mayor intención de uso. Los hallazgos destacan la importancia de considerar género, persuasión y normas sociales en estrategias publicitarias orientadas a promover movilidad sostenible
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