Real Effectiveness of Anti-drug Campaigns. An Exploratory Analysis in the Young Spanish People

Pedro Cuesta Valiño, María Purificación García Miguélez, Pablo Gutiérrez Rodriguez, Ana Lanero Carrizo and José Luis Vázquez Burguete

No 86, Apas Papers from Academic Public Administration Studies Archive - APAS

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.

Keywords: social marketing; anti-drug campaigns; individual decision-making proc ess (search for similar items in EconPapers)
Date: 2010-06-02
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