Un enfoque psicofisiológico de los mensajes de miedo. Respuestas autónomas, subjetivas y conductuales a los mensajes de promoción de la salud.
Resumen
Se diseñó un estudio para analizar los efectos que tienen las apelaciones al miedo sobre las respuestas psicofisiológicas, subjetivas y conductuales en la población diana. Para ello, se presentaron, a 98 mujeres de 49-50 años de edad, tres mensajes sobre el cáncer de mama promoviendo la realización de mamografía regularmente. Los mensajes fueron elaborados de manera similar a los utilizados por los programas de promoción de la salud. Los tres tenían la misma longitud, formato y estructura, pero variaban en determinadas claves que diferenciaban su carácter (Amenaza, Sorpresa y Estándar/control). Durante la exposición a estos mensajes, se registraron, de manera continua, las respuestas psicofisiológicas (frecuencia cardíaca y frecuencia de respuestas electrodérmicas inespecíficas). Después de ver los estímulos, se tomaron medidas de autoinforme y de personalidad (STAI y EPQ-A). Se encontraron respuestas significativas a los mensajes para todas las medidas psicofisiológicas. Independientemente del mensaje presentado, el patrón de respuesta psicofisiológica se relacionó significativamente con la conducta preventiva de detección del cáncer.
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