Using Guilt and Shame Appeals from an Eastern Perspective to Promote Bystander Intervention: A Study of Mitigating Domestic Violence in India

Abstract

Domestic violence is an ongoing health issue affecting women around the world. Bystander intervention is one way to help minimize occurrences of domestic violence in the future. However, bystanders tend to be apathetic toward the victims they happen to encounter or observe. In the current study, we explored the effectiveness of negative emotions (i.e., guilt and shame) on attitude toward the ad and reporting intention of bystanders in India. Drawing from fluency in processing theory and conceptualizing guilt and shame from an Eastern perspective, we found that ads featuring emotional appeals strengthened reporting intention more than control ads did. We also found that self-construal affected the process. Multiple regressions revealed that shame was more effective for individuals with an interdependent self-view and that individuals with an independent self-view were indifferent to the presence or absence of negative emotions in ads. Theoretical and managerial implications are discussed.

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Notes on contributors

Carrie La Ferle

Carrie La Ferle (PhD, University of Texas at Austin) is the Marriott Endowed Professor of Ethics and Culture, Temerlin Advertising Institute, Southern Methodist University.

Sidharth Muralidharan

Sidharth Muralidharan (PhD, University of Southern Mississippi) is an associate professor, Temerlin Advertising Institute, Southern Methodist University.

Eunjin (Anna) Kim

Eunjin (Anna) Kim (PhD, University of Missouri) is an assistant professor, Annenberg School for Communication and Journalism, University of Southern California.