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Journal of Advertising Volume 39, 2010 - Issue 4
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Original Article

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

Magdalena Cismaru Faculty of Business Administration, Paul J. Hill School of Business/Kenneth Levene Graduate School of Business, University of Regina
,
Gitte Jensen Department of Psychology, University of Regina
&
Anne M. Lavack Faculty of Business Administration, Paul J. Hill School of Business/Kenneth Levene Graduate School of Business, University of Regina
Pages 69-82 | Published online: 13 May 2013
 
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Abstract

Up to one-third of intimate partner violence incidents involve witnesses. Bystanders play a significant role when it comes to reporting the incidents to authorities, but are often hesitant to get involved in domestic disputes. In this review paper, 12 advertising campaigns that encourage bystander intervention against intimate partner violence are evaluated in relation to Latané and Darley's (1970) model of the bystander decision-making process. The evaluation shows that these campaigns are sometimes contradictory or ambiguous, which may limit their effectiveness. Recommendations are provided.

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