以自我为中心的情感广告对拨打家庭暴力求助热线的意图所起的作用:探索印度背景下的内疚、希望和独立自我建构

IF 2.3 Q3 BUSINESS Social Marketing Quarterly Pub Date : 2020-11-06 DOI:10.1177/1524500420971585
Sidharth Muralidharan, Carrie La Ferle, Lauren Howard
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引用次数: 4

摘要

背景:针对妇女的家庭暴力是一个严重的健康和社会问题,受害者遍布世界各地。利用旁观者的集体帮助已经成为减轻虐待行为的一个越来越重要的步骤。广告宣传活动揭示了家庭暴力的严重性,然而,提倡旁观者干预的信息相对较少。焦点:这项探索性研究的主要焦点是测试公共服务公告(PSA)激发行为改变的能力,即拨打求助热线。情感广告诉求有可能激励冷漠的旁观者进行干预,然而,其有效性可能取决于一个人的自我观。利用自我建构和一致性理论,本研究考察了以自我为中心的情感诉求,即内疚(消极)和希望(积极),对不同水平的自我建构(独立与相互依存)的影响。假设:测试了三个关键假设:使用内疚和希望的以自我为中心的情感诉求在独立的自我建构上比相互依存的自我建构更有说服力(H1)。独立自我解释能力较低的个体会发现内疚诉求比希望诉求更有说服力(H2a)。具有高度独立自我建构的个体会发现希望诉求比内疚诉求更有说服力(H2b)。对社会营销领域的重要性:印度的家庭暴力是一个持续存在的问题,公益广告有能力激励行为改变。从社会营销和策略的角度来看,这项探索性研究将揭示信息中的自我解释和情绪(内疚或希望)的哪一对可以带来期望的亲社会意图。方法:采用单因素实验设计,参与者(n=72)来自印度主要大都市。结果:回归分析结果表明,内疚和希望只有在独立的自我解释上才有说服力。下一步是探索内疚和希望在独立自我建构中的影响(低与高)。一项简单的斜率测试显示,希望(与内疚)显著增强了那些独立性自我解释能力较低的人拨打广告求助热线的意愿,而希望和内疚对独立性自我理解能力较高的人同样有效。研究和实践建议:这些发现强调了通过文化和谐进行情感说服的重要性,为越来越多的关于家庭暴力预防信息的文献增添了内容。通过考虑不同程度的独立自我解释,社交营销人员可以相应地利用内疚等情感广告诉求,并希望帮助旁观者培养积极的干预意愿。局限性:尽管有重大发现,但这项探索性研究重点关注了两种情感广告诉求(内疚和希望)对来自印度一个国家的小样本参与者的影响。
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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
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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16.70%
发文量
21
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