6.2c Using Guilt and Shame Appeals in Narratives to Promote Bystander Intervention: A Study of Mitigating Domestic Violence in India

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Abstract

Domestic violence is an ongoing health issue impacting women around the world. Helping victims through bystander intervention is a possible strategy that may help mitigate occurrences of domestic violence in the future. However, bystanders tend to be apathetic and the current study aims to explore the effectiveness of negative emotions (guilt and shame) on ad attitudes and reporting intentions of bystanders in India. Findings from an experiment showed that both guilt and shame were more effective than a control ad. With the introduction of self-construals, multiple regressions revealed that shame was more effective on individuals with an interdependent self. Furthermore, an independent self seems to be indifferent to ad appeals, whether in the absence or presence of negative emotions. Theoretical and managerial implications are discussed.

First & Corresponding Author

Sidharth Muralidharan, Southern Methodist University

Authors in the order to be printed.

Sidharth Muralidharan, Southern Methodist University; Carrie la Ferle, Southern Methodist University; Eunjin (Anna) Kim, University of Southern California

Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX