The Role of Uncertainty, Proactive and Preventive Advertising Messages During the COVID-19 Pandemic: a Preliminary Study

Authors

  • Alessandro Biraglia Leeds University Business School, The University of Leeds, West Yorkshire, United Kingdom
  • Renata Metastasio Dipartimento di Psicologia dei Processi di Sviluppo e Socializzazione, Roma, Italia
  • Gabriele Strisciuglio Lawnsweeper, Antwerp, Belgium

DOI:

https://doi.org/10.13133/2724-2943/18437

Keywords:

uncertainty, COVID-19, advertising, proactive messages, preventive messages

Abstract

Uncertainty permeates human existence and often dictates individuals’ perception, actions, and decisions. Such condition is often exacerbated by external factors and Global events like financial, geopolitical, and health related crises. While research has unraveled the power that public communications can have in reducing uncertainty, little is known on how more commercial messages (for example advertising campaigns) can effectively address and communicate during such crises. The results of a preliminary study conducted with real advertising campaigns during the first wave of the COVID-19 pandemic show how individuals react more positively to an advert constructed on a proactive message (aimed at empowering the individual) than a preventive message (aimed at protecting the individual). Together with discussing the results, the authors suggest potential avenues for future research.

Author Biographies

Alessandro Biraglia, Leeds University Business School, The University of Leeds, West Yorkshire, United Kingdom

 

Alessandro Biraglia is an Associate Professor of Marketing at Leeds University Business School, The University of Leeds, Moorland Road, LS6 1AN, Leeds, West Yorkshire, United Kingdom

Gabriele Strisciuglio, Lawnsweeper, Antwerp, Belgium

Gabriele Strisciuglio is a Sales Operation Specialist at Lawnsweeper, Antwerp, Belgium

 

Additional Files

Published

2024-09-19

How to Cite

Biraglia, A., Metastasio, R., & Strisciuglio, G. (2024). The Role of Uncertainty, Proactive and Preventive Advertising Messages During the COVID-19 Pandemic: a Preliminary Study. Psychology Hub, 41. https://doi.org/10.13133/2724-2943/18437