Date of Publication

2022

Document Type

Master's Thesis

Degree Name

Master of Science in Industrial Engineering

Subject Categories

Industrial Engineering

College

Gokongwei College of Engineering

Department/Unit

Industrial Engineering

Thesis Advisor

Rosemary R. Seva

Defense Panel Chair

Jazmin C. Tangsoc

Defense Panel Member

Filemon R. Cruz
Catherine Manuela L. Ramos

Abstract/Summary

This study examined the effect of poster design components on guilt response, the moderating effect of clarity of purpose between the design attributes and guilt response, and the effects of guilt appeals on social distancing behavioral intention. In this research, poster design attributes such as background color and textual components were manipulated in terms of hue, color saturation, and message type in creating different stimuli for the actual experiment. A 2 (hue) x 3 (saturation) x 3 (message type) between subjects experiment was conducted. Ninety (90) participants evaluated eighteen (18) stimuli through an actual experiment measured in terms of clarity of purpose, guilt response, and social distancing behavioral intention. The effects of hue, saturation, textual components, and the moderating effect of clarity of purpose on guilt response were tested using analysis of variance (ANOVA). Whereas, the effect of guilt response on social distancing behavioral intention was analyzed using structural equation modelling (SEM). Findings showed that red hue, anticipatory message type, and the interaction between red hue and anticipatory message type had significant positive effects on guilt response. However, the interaction between hue and saturation presented no significant effect on guilt. Clarity of purpose also had no moderating effect between the design attributes and guilt response. Ultimately, the results reported that guilt response had a direct significant effect on social distancing behavioral intention. These results were further validated through a split-sampling procedure.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Social distancing (Public health)—Posters—Psychological aspects; Social distancing (Public health)—Posters—Design; Guilt

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Embargo Period

11-30-2022

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