Rekcje młodych dorosłych na zagrożenia środowiskowe w reklamach społecznych: korelaty hormonalne, zachowania konsumenckie i postawy wobec środowiska
DOI:
https://doi.org/10.15611/pn.2026.3.03Słowa kluczowe:
reklama społeczna, emocje negatywne, biomarkery stresu, zachowania proekologiczneAbstrakt
Cel: Celem niniejszego badania była ocena wpływu kontaktu z reklamą o tematyce ekologicznej, wywołującą silne negatywne emocje, na krótkotrwałe zmiany stężenia hormonów steroidowych w ślinie (kortyzolu, testosteronu i DHEA) oraz analiza związku tych reakcji hormonalnych z postawami proekologicznymi i etycznym zachowaniem konsumentów.
Metodyka: Badanie przeprowadzono w dwóch etapach. W pierwszym etapie wykonano test wstępny (N = 139) w celu zidentyfikowania reklamy wideo o tematyce środowiskowej postrzeganej jako wywołującej najsilniejsze negatywne emocje. Następnie przeprowadzono quasi-eksperyment z jedną grupą (N = 22), w ramach którego pobrano próbki śliny 5 minut przed oraz 5 minut po ekspozycji na reklamę. Stężenia hormonów oceniono za pomocą testu ELISA, natomiast postawy proekologiczne i zachowania konsumenckie zmierzono przy użyciu skali New Environmental Paradigm (NEP) oraz skali Ethically Minded Consumer Behavior (EMCB).
Wyniki: Reklama wywołała istotne zmiany hormonalne u mężczyzn, w tym spadek poziomu kortyzolu i stosunku kortyzolu do DHEA oraz wzrost stosunku testosteronu do kortyzolu. U kobiet nie zaobserwowano istotnych zmian hormonalnych. Różnice hormonalne przed i po ekspozycji były istotnie powiązane z wybranymi wymiarami NEP i komponentami EMCB, w tym z recyklingiem oraz gotowością do zapłacenia wyższej ceny za produkty etyczne.
Implikacje i rekomendacje: Wyniki badania wskazują, że markery fizjologiczne mogą wspierać ocenę przetwarzania ryzyka emocjonalnego w komunikacji środowiskowej oraz stanowić podstawę do projektowania kampanii uwzględniających różnice płci. W przyszłych badaniach warto uwzględnić większe próby oraz sprawdzić, czy reakcje hormonalne pozwalają przewidywać długoterminowe zmiany zachowań. Biorąc pod uwagę eksploracyjny charakter badania, małą liczebność próby i projekt z jedną grupą, wyniki należy interpretować jako wstępne i wymagające potwierdzenia.
Oryginalność/wartość: Badanie przedstawia nowatorskie podejście psychofizjologiczne do reklamy środowiskowej poprzez połączenie biomarkerów hormonalnych z postawami wobec środowiska oraz etycznymi zachowaniami konsumenckimi.
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Prawa autorskie (c) 2026 Grzegorz Godlewski, Mirosław Zalech, Adam Augustyniak, Jakub Rybka
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Na tych samych warunkach 4.0 Miedzynarodowe.
Accepted 2026-07-21
Published 2026-10-07
