O uso do apelo do medo em propagandas preventivas sobre drogas e seus efeitos sobre as atitudes e intenções dos pais em diferentes níveis de responsividade

• Ano de defesa: 2013
• Autor(a) principal: Souza, Ovanildo Gonçalves de
• Orientador(a): Brandão, Marcelo Moll
• Banca de defesa: Lopes, Evandro Luiz , Huertas, Melby Karina Zuniga
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Nove de Julho
• Programa de Pós-Graduação: Programa de Pós-Graduação em Administração
• Departamento: Administração
• País: BR
• Palavras-chave em Português: parentalidade; adolescentes; propaganda; apelo do medo; comportamento do consumidor; estudo experimental
• Palavras-chave em Inglês: parenting; adolescent; drugs; advertising; appeal of fear; consumer behavior; experimental study
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://bibliotecatede.uninove.br/tede/handle/tede/715

The main objective of this study was to identify the effect of negative emotional appeal in advertising on preventive illicit drugs , attitudes and intentions of parents in different levels of responsiveness . Regarding the problem of the increase in drug use by adolescents and the belief that parents are important actors in the educational process and social training of their children , it is understood that marketing in the field of public policy can contribute favorably to the eradication this problem associated with the promotion of social welfare . On the other hand , there is a paucity of theoretical contributions aimed at social welfare from the exploration of marketing with the use of emotional appeals in advertisements and approaches targeted at parents vulnerable to the problem of drugs . The hypotheses for this study were drawn from tested conducting an experiment with 415 respondents and analyzed parents from statistical analysis techniques . In the present experiment manipulated three advertisements with different levels of fear of negative emotional appeals on two groups of parents with high and low responsiveness , considered as moderator variables in this study the effect of advertisements. We sought to verify such an effect on the attitudes of parents towards the advertisement , its intention to participate in preventive programs with their children and their intention to communicate with their children about the message conveyed in the advertisement. It was found that the appeals with high and low levels of fear have negligible effect on the attitudes and intentions of parents . It also presents the limitations of the study , theoretical propositions identified , the implications of marketing to the formulation of public policies and suggestions for the development of new studies.