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Eulàlia P. Abril

Andrew R. Binder

Xiaoli Nan

Pamela M. Nevar

Hernando Rojas

Resumen

En respuesta a la enorme y algunas veces conceptualmente inconsistente literatura sobre valence framing, Levin y sus colegas (1998) desarrollaron una tipología de encuadre de valencia que organiza los diferentes resultados a partir de elección arriesgada, atributo, y encuadre de los resultados (goal framing). Este estudio favorece la literatura sobre encuadre de los resultados mediante (a) su aplicación en el contexto de una cuestión social como la pobreza infantil extrema; y (b) el examen de los mecanismos afectivos sobre el cual el encuadre de los resultados es de eficacia persuasiva. Los resultados experimentales (N = 197) mostraron que la exposición al mensaje de encuadre de pérdida permitió un apoyo mayor hacia las políticas públicas que buscan erradicar la pobreza infantil, en comparación con el mensaje de encuadre de ganancia. Los resultados también revelaron que el afecto negativo sirve como herramienta mediadora de apoyo hacia las políticas públicas.

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Keywords

Encuadre de los resultados (goal framing), Afecto negativo, Publicidad, Pobreza infantil extrema, Mediación

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Cómo citar
Abril, E., Binder, A., Nan, X., Nevar, P., & Rojas, H. (2014). Persuasión y afecto en el marco de la Pobreza: Un experimento engoal framing (encuadre de los resultados). Signo Y Pensamiento, 33(65), 51 - 68. https://doi.org/10.11144/Javeriana.SYP33-65.pafp
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