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 positive effect of narratives on empathy is enhanced when participants’ issue involvement is high.
- Empathy is not enough, however, so it is crucial for bystanders to possess self-efficacy—prosocial beliefs that denounce domestic violence and drive bystanders’ capability to help abused individuals.
INTRODUCTION
Domestic violence does...