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- W1608622016 abstract "Models as the Protection Motivation Theory (PMT) aim to understand those data and variables considered by individuals when facing the challenge of a behavioural change, as well as the more or less important they are. It is a key issue for social marketing responsibles, as they need a better understanding of the reasons for compliance or not with a suggested new behaviour. Research was conducted on three TV spots aiming drug-fight sponsored by the Ministry on Health and Consumption in Spain. In spite of the limitations of the study -due to its exploratory character-, obtained results question the effectiveness of used arguments, perceived as one-sided and more focused on the threat coming from current behaviour than in the advantages of coping appraisal and behavioural change. Moreover, a requirement of self-conviction for a real behavioural change is stated, as well as the doubtful effectiveness of -even counterproductive- penalties or external pressures on individuals." @default.
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- W1608622016 date "2010-06-02" @default.
- W1608622016 modified "2023-09-27" @default.
- W1608622016 title "Real Effectiveness of Anti-drug Campaigns. An Exploratory Analysis in the Young Spanish People" @default.
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