Validation of the experimental stimuli by the Delphi method: exploratory study on the validation of advertising posters, appealing to fear for the fight against smoking in Morocco

Abstract

This article presents the objective, the methodology and the results of an exploratory study which deals with the validation of experimental stimuli, represented in the form of anti-smoking awareness advertising posters, and which have already been used in other Anglo-Saxon, European and North African contexts.

This study was carried out following the principles of the Delphi method, with five communication experts and the results obtained were validated and approved by a group of psychologists through a Focus Group meeting. The results obtained were first analyzed with the Nvivo QSR software and the horizontal and vertical content analysis matrix, and then reintegrated with the help of a communication agency, with the aim of reusing them for a possible experimental study.

The main results obtained, concern the components of three captivating awareness posters appealing to fear, in the Moroccan context, with three levels of fear intensity "High, moderate and low". These results focus mainly on the content of the persuasive messages, the attractiveness and colors of the images used, the combination between images and texts, as well as the intensity of fear mobilized, then the most appropriate language to reach the intended target, then the clarity and understandability of the messages.

The objective of this study is to prepare experimental stimuli that can be used to study the impact of persuasive fear-based advertisements on the behavioral intention of individuals in the Moroccan context.

JEL Classification : M31

Type of article : Applied research