RT Journal Article
SR Electronic
T1 The Role of Empathy and Efficacy In Public Service Announcements
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2019-039
DO 10.2501/JAR-2019-039
A1 Eunjin (Anna) Kim
A1 Sidharth Muralidharan
YR 2019
UL http://www.journalofadvertisingresearch.com/content/early/2019/11/26/JAR-2019-039.abstract
AB This research explores the understudied relationship between two crucial variables—empathy elicited by narratives and the degree of efficacy possessed by bystanders—by using narratives in public service announcements. Findings showed that empathy-laden narratives were indeed superior to nonnarratives in generating more favorable attitudes toward public service announcements and motivating bystanders to report abuse. The positive effect of narrative public service announcements was amplified when participants' issue involvement was high. More important, the results confirmed a serial multiple-mediator model of empathy and bystander efficacy for the effects of narratives on positive reporting intention.