Eficacia de la comunicación en campañas de concienciación para promover la economía circular: acciones de marketing social para impulsar cambios de hábito
Date
2023
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Universidad Rey Juan Carlos
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Abstract
Communication plays a crucial role in the transition
towards a circular economy due to its importance
in promoting habit changes among different social
actors. This thesis focuses on students and its objective
is to design and implement an experimental
model to evaluate the effectiveness of audiovisual
products using facial microexpression analysis and
eye-tracking technology. To this end, we carried
out: (1) a systematic literature review on the circular
economy approached from the areas of communication
and education, (2) the design of a social perception
questionnaire and a representative survey
in the Community of Madrid, (3) interviews and focus
groups with experts in biotechnology and communication,
whose discourse was analyzed using
grounded theory, and (4) a quasi-experiment of
user experience in a laboratory with 59 bachelor's
degree students. The results indicate the opportunity
of neuromarketing techniques applied to this
research object from the field of communication,
reveal some keys that could increase the effectiveness
of awareness campaigns, and identify limitations
and improvements of the user experience
model used.
This thesis is composed of three articles published
in high impact scientific journals and one article
that is in revision publication process at the moment
of the thesis deposit. Additionally, a further
four articles elaborated in the context of the BIOTRES-
CM project are appended as annexes due to
their close relationship with the objectives of the
thesis.
Description
Tesis Doctoral leída en la Universidad Rey Juan Carlos de Madrid en 2023. Directores:
Manuel Gertrudix Barrio,
María del Carmen Gertrudis Casado
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