The role of empathy and efficacy in public service announcements: Using narratives to induce bystander intervention in domestic violence

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.
Kim and Muralidharan

MANAGEMENT SLANT

  • Narrative messages are more effective than nonnarrative messages.
  • Empathy-laden narrative messages produce more positive public service announcement evaluations and stronger intentions to call the helpline.
  • The

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands