PT  - JOURNAL ARTICLE
AU  - Eunjin (Anna) Kim
AU  - Sidharth Muralidharan
TI  - The Role of Empathy and Efficacy In Public Service Announcements
AID  - 10.2501/JAR-2019-039
DP  - 2019 Nov 28
TA  - Journal of Advertising Research
PG  - JAR-2019-039
4099  - http://www.journalofadvertisingresearch.com/content/early/2019/11/26/JAR-2019-039.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2019/11/26/JAR-2019-039.full
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.