If the Noise Coming from Next Door were Loud Music, You'd Do Something About It

Cismaru, Magdalena; Jensen, Gitte; Lavack, Anne M.

doi:10.2753/joa0091-3367390405

Cited by 34 publications

(28 citation statements)

References 28 publications

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“…Also, the independent self was found to mediate the relationship between country and advising rape victims to report to the police, where, Americans were more inclined to advise victims than Japanese (Yamawaki, 2008). Furthermore, fueling this sense of egalitarianism could be the attention that violence against women has received nationally through bystander intervention campaigns like “Bell Bajao” (“Ring the Bell”; Cismaru et al, 2010). Seeing the victim’s call for help go unanswered may have elicited guilt in participants as it translates to moral transgressions.…”

Section: Discussionmentioning

confidence: 99%

“…Primary objectives of a domestic violence prevention campaign, under the Integrated Social Marketing Communications (ISMC) model, may include informing bystanders of the ease of access to the product/service (e.g., calls to the advertised helpline number can be made at any time and place, at no cost) and perceived benefits (e.g., saving the victim as a result). Traditionally, bystander intervention campaign themes focused on challenging social norms and highlighted the ability and responsibility bystanders possessed (Cismaru et al, 2010), but limited advertising studies have been conducted to see whether these messages actually entice bystanders to intervene. With India as the cultural focus, this exploratory study presents a unique opportunity to gauge the effectiveness of emotionally laden PSAs and extend the literature on domestic violence and bystander intervention.…”

Section: Introductionmentioning

confidence: 99%

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The Role Played by Self-Focused Emotional Ad Appeals on Intentions to Call a Domestic Violence Helpline: Exploring Guilt, Hope, and the Independent Self-Construal in an Indian Context

Muralidharan

Ferle

Howard

2020

Social Marketing Quarterly

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Background: Domestic violence against women is a serious health and social issue, with victims found across the world. Utilizing the collective help of bystanders has become an increasingly important step toward mitigating abuse. Advertising campaigns have shed light on the seriousness of domestic violence, however, messages promoting bystander intervention are comparatively less. Focus: The primary focus of this exploratory study is to test the ability of public service announcements (PSAs) to inspire behavior change, i.e. to call a helpline. Emotional ad appeals have the potential to motivate apathetic bystanders to intervene, however, their effectiveness can depend on one’s self-view. Using self-construal and congruity theory, the current study examined the impact of self-focused emotional appeals, namely guilt (negative) and hope (positive), on varying levels of self-construals (independent vs. interdependent). Hypotheses: Three key hypotheses were tested: Self-focused emotional appeals using guilt and hope will be more persuasive on an independent self-construal than an interdependent self-construal (H1). Individuals with a low independent self-construal will find a guilt appeal to be more persuasive than a hope appeal (H2a). Individuals with a high independent self-construal will find a hope appeal to be more persuasive than a guilt appeal (H2b). Importance to the Social Marketing Field: Domestic violence in India is an ongoing issue and PSAs have the ability to motivate behavior change. From the perspective of social marketing and strategy, this exploratory study will shed light on which pairing of self-construal and emotions (guilt or hope) in messages can bring about desired pro-social intentions. Method: A single-factor experimental design was implemented with participants ( n = 72) recruited from major metros in India. Results: Findings from a regression analysis revealed that guilt and hope were persuasive only on the independent self-construal. The next step was to explore the impact of guilt and hope within the independent self-construal (low vs. high). A simple slope test revealed that hope (vs. guilt) significantly strengthened the intentions to call the advertised helpline for those with low independent self-construal, while both hope and guilt were found to be equally effective on the high independent self-construal. Recommendations for Research and Practice: The findings add to the growing literature on domestic violence prevention messages by emphasizing the importance of emotional persuasion through cultural congruence. By taking varying levels of independent self-construal into consideration, social marketers can accordingly utilize emotional ad appeals like guilt and hope to help bystanders develop positive intentions to intervene. Limitations: Despite the significant findings, this exploratory study focused on the impact of two emotional ad appeals (guilt and hope) on a small sample of participants from a single country, India.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Role Played by Self-Focused Emotional Ad Appeals on Intentions to Call a Domestic Violence Helpline: Exploring Guilt, Hope, and the Independent Self-Construal in an Indian Context

Muralidharan

Ferle

Howard

2020

Social Marketing Quarterly

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“…The approach was done based on the idea that people who witnesses the domestic violence incident (or, bystander) is obviously the very important party in the effort of preventing a violence act, such as ensuring that the violence is reported to the authorities, or ensuring that the violence victims get proper assistance (Planty, as cited in Cismaru, Jensen, & Lavack, 2010). The author also revealed the presence of several factors that influence the helping behavior.…”

Section: Analyzementioning

confidence: 99%

Social Psychological Interventions to Reduce the Number of Violence against Women in Indonesia

Prayoga¹,

Noviardi²,

Winata³

et al. 2015

MJSS

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“…It was not until the introduction of the Domestic and Family Violence Protection Act in 1989 that IPV was acknowledged as a crime in Australia, providing women with a legal avenue to protect themselves from further abuse. Even so, research shows that approximately 63% of IPV incidents go unreported to the police (Cismaru, Jensen, & Lavack, 2010). Reasons for under-reporting are complex but may be due, in part, to the pervasive public perception that IPV is a private matter that is often viewed as being less *Address correspondence to this author at the School of Human, Health and Social Sciences -Psychology, Central Queensland University, Building 32, Rockhampton, Qld, 4701, Australia; Tel: +61 7 4923 2147; Fax: + 61 7 4930 6460; E-mail: t.signal@cqu.edu.au important than violence between strangers (VicHealth, 2004).…”

Section: The Impact Of Social Normsmentioning

confidence: 99%

Who will Help in Situations of Intimate Partner Violence: Exploring Personal Attitudes and Bystander Behaviours

Signal¹

2013

Int. J. Criminol. Sociol.

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Intimate partner violence (IPV) continues to be a problem within society, with many studies focusing on general attitudes toward violence against women as a gauge of positive societal change in this area. To investigate whether individual personal attitudes toward violence against women were predictive of prosocial bystander behaviours in situations of IPV, 157 Australian community members completed an online survey. This survey investigated the factors of bystander intention, bystander self-efficacy, general and privacy attitudes toward violence against women, fear of intervening and the effects/impact of psychological abuse as predictors of willingness to intervene in IPV situations. Bystander intention, self-efficacy and gender were significantly associated with willingness to intervene, whilst respondent's attitudes toward violence against women was not. The implications of these findings for promoting social control and bystander intervention in situations of IPV are discussed.

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If the Noise Coming from Next Door were Loud Music, You'd Do Something About It

Cited by 34 publications

References 28 publications

The Role Played by Self-Focused Emotional Ad Appeals on Intentions to Call a Domestic Violence Helpline: Exploring Guilt, Hope, and the Independent Self-Construal in an Indian Context

The Role Played by Self-Focused Emotional Ad Appeals on Intentions to Call a Domestic Violence Helpline: Exploring Guilt, Hope, and the Independent Self-Construal in an Indian Context

Social Psychological Interventions to Reduce the Number of Violence against Women in Indonesia

Who will Help in Situations of Intimate Partner Violence: Exploring Personal Attitudes and Bystander Behaviours

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