The neuroscience of health communication Proposal for the analysis of orientation and defense responses against messages of gain and loss in vaccination campaigns
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Abstract
The idea that vaccines are unsafe is increasingly being spread by "anti-vaccine" movements around the world. Given the gravity of the risk to public health, new communication campaigns are necessary to counteract the messages from the antivaxxer community. Therefore, it is a priority to research the psychosocial mechanisms that underly these communication campaigns in order to improve their persuasive effectiveness. In this context, this research proposes a novel general hypothesis: the psychophysiological responses that a campaign of this type elicits seem to be similar to the pattern of Orienting Response/Defense Response (OR/DR) proposed by Pavlov (1910): alteration of brain waves, modification of the dermoelectric response and the heart rate beat, micro-expressions (muscular), eye movements of focal attention, among others.
These responses act as a pattern. That is, they respond together and in a similar way. If this global hypothesis is correct, threatening messages will generate DR while non-threatening messages will generate OR.
Through a pilot experiment developed using a factorial design with independent measures, where the main factor is "type of message framing" (loss vs. gain) and the dependent variables are the "psychophysiological records of the OR" (EEG, GSR, Eye-tracking and Muscular Facial Expression), the proposed global hypothesis would be validated, proving that gain messages provoke OR, while loss messages provoke DR.
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