Can Divine Intervention Aid in Domestic Violence Prevention? An Analysis of Bystanders' Advertising Attitudes and Reporting Intentions in India

ABSTRACT

The research explores how religious symbols can be used in advertising to encourage bystander intervention in the context of domestic violence. Using symbolic interactionism as the theoretical framework, a 4 (Ad type: Control vs. Visual vs. Verbal vs. Visual/Verbal) × 2 (Religiosity: Low vs. High) between-subjects experimental design was conducted to assess impact on attitudes toward the ad and intention to help. A national sample (N = 402) of Hindu adults from India was recruited. The findings suggest level of religiosity is critical to the process with highly religious individuals displaying higher levels of involvement, concern for others and willingness to report abuse. No significant differences were found across visual and verbal religious symbol conditions. Implications for advertisers and government agencies are presented.

KEYWORDS:

• domestic violence
• religion
• symbolic interactionism
• advertising
• bystander intervention
• India

Acknowledgments

This study was supported by research grants awarded by the ‘College of Meadows’ and the ‘Temerlin Advertising Institute’ at Southern Methodist University.